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New DPA Ads Feature Intimate Moments

Jun 7, 2017 9:46 AM   By Rapaport News
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RAPAPORT... Images of couples sharing tender moments will grace the Diamond Producers Association (DPA)’s new range of still advertisements, as part of the organization’s campaign to associate diamonds with love.

The DPA launched this new phase of its marketing effort on Tuesday in front of 1,000 jewelry retailers at the JCK Las Vegas show. It includes print and digital display advertisements, as well as “out-of-home” publicity such as billboards, complementing the “Real Is Rare” videos that began airing on television and digital media last October.

Starting in July, the new advertisements will appear in weekly and monthly magazines relevant to the bridal, lifestyle, fashion and entertainment industries. The DPA has already confirmed magazines Brides, People and Marie Claire as initial print partners. Jewelers and retailers will also be able to use the images in-store and in local media.

“We chose to launch our new creative [effort] at JCK Las Vegas in order to share it first with our partners in the industry,” Deborah Marquardt, the DPA’s chief marketing officer, said Tuesday. “The campaign features real couples, and the images show ‘stolen moments’ of tenderness where the diamond jewelry is treated as an unmistakable gift of love.”

The five images of intimate poses feature taglines such as, “Elaine & Travis have been together for five years. Her diamonds are more than two billion years old.” The DPA shot the single-page advertisements in New York in March, using creative agency Mother New York. They focus mainly on diamond jewelry for engagement and marriage, from suppliers including Gillian Conroy, Danhov, Greenwich Street Jewelers, Beverly K., Leo Schachter, and Pluczenik.

The announcement follows confirmation of the DPA’s $57 million marketing budget for 2017 — including $50 million for the US — funded by miners such as De Beers and Alrosa. The DPA plans to debut further videos in the fourth quarter for digital media and traditional television. It also plans to expand the “Real Is Rare” campaign to India — where it will launch in September — and to China.
Tags: Advertisements, advertising, Alrosa, Beverly K., danhov, De Beers, Deborah Marquardt, Diamond Producers Association, Dpa, Forevermark, Gillian Conroy, Greenwich Street Jewelers, JCK Las Vegas, Leo Schachter, marketing, Pluczenik, Print Ads, Rapaport News, Real is Rare
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