DPA Unveils New Campaign Platform

(IDEX Online News) – The Diamond Producers Association has revealed its long-awaited diamond marketing campaign slogan at the JCK Las Vegas show.

The platform is entitled “Real is Rare. Real is a Diamond” and is the fruit of six months of developmental work, including in-depth research into its target Millennials audience. The research revealed that diamonds do hold appeal for the Millennial generation, and that relevance and emotional engagement can be heightened and accessed via new concepts.

“Our research reveals that Millennials long for real, lasting connections with others, but struggle to make them – or to feel sure they are truly authentic – in a world of constant flux, seemingly limitless choice, and superficial interactions,” said DPA CEO Jean-Marc Lieberherr. He added that diamonds have the power to create authentic connections and they can also represent the traits of rarity and preciousness.

The DPA is working with agency partner Mother New York to develop the creative for the campaign, which will go live in September. The media plan is still being finalized, but will focus on digital and social media channels directed at the target audience and will reach them where they are already consuming media. 

"This is an important milestone for the diamond industry. The DPA members coming together to launch this campaign will create a new cultural movement around diamonds that we are confident will benefit the entire industry," said Diamond Producers Association chairman, Stephen Lussier.