The Diamond Promotion Service’s Real Is Rare television advertising campaign, which is the first major generic advertising effort to be launched since such activity was suspended by De Beers more than 10 years ago, got its premiere in the most appropriate setting, the ABC network’s broadcast of the 2017 Academy of Motion Picture Awards, better known as the Oscars.
The TV ad, called "Runaways" ran in an a 15-second format on ABC across the United States. It can be viewed by CLICKING HERE. It specifically targeted Millennials in the 18 to 24-year-old age group, according to DPA’S CEO, Mark Lieberherr, speaking in Tel Aviv a week before.
The Diamond Producers Association was founded in 2015 by seven of the world’s leading diamond companies with the express purpose of formulating a generic marketing strategy on behalf of the entire industry. It revealed its Real is Rare strategy in Las Vegas in 2016.
While the Real is Rare campaign focuses almost entirely on the Millennial population group, Lieberherr, initially the intention is go after its younger members, with content like that in the clip aired during the Oscars. Toward September and closer to Christmas, another video will be released targeting Millennials in the 25 to 32-year-old age group. They are more likely to be considering diamond jewelry for marriage, he said.
The DPA, which thus far has concentrated much of its activity in the United States, has a appointed an ad agency to represent it in India, with the goal of launching a campaign in September, and it will do the same in China, with the intention of launching a campaign in January.
Article provided by:
DFI Alternative Wealth Solutions
Regulierung – seit der Finanzkrise prägt der Ruf nach mehr Kontrolle das Banking: Wegen regulator
Die Fonds-Konferenz der SKSF ist eine wichtige, branchenspezifische Plattform für Wissens- und Erfa
2 evenings to find out about the latest from the digital industry & 2 days to find ideas and to crea
ICDA will return this year to its alpine home for the 38th Bürgenstock Meeting.
The objective of the Conference is to bring together all the diverse stakeholdersinterested in a pol
Updates and news from MarketPlus
|SMI® PR||9037.92||0,28 %|
|LYXOR DAX INAV||117.056||0,71 %|
|FTSE MIB Index||21984.80||1,20 %|
|FTSE 100||7433.03||0,66 %|
|CAC 40||5176.61||0,70 %|
|S&P 500||2468.11||0,14 %|
|NASDAQ Composite||6345.1089||0,19 %|
|HANG SENG INDEX||27336.60||-0,27 %|
|Powered by Yahoo Finance|