Report: DPA to Ask Miners to Boost Budget to $60M From $6M
January 19, 17
(IDEX Online) – The Diamond Producers Association (DPA), set up to promote generic diamond advertising in 2015, will ask its backers – which include top miners such as De Beers and Alrosa – to raise its budget to as much as $60 million a year from $6 million, according to a report.
The Bloomberg report is based on comments from people said to have information about the plans, but who asked not to be identified.
In addition to De Beers and Alrosa, members include Dominion Diamond Corporation, Gem Diamonds, Lucara Diamond Corp., Petra Diamonds and Rio Tinto Diamonds.
The DPA last year launched its slogan 'Real is Rare. Real is a Diamond' and a marketing plan targeting Millennials.