June 05, 17
(IDEX On-line) – The Diamond Producers Affiliation (DPA) introduced on the JCK present in Las Vegas that its 2017 full-year advertising funding of $57 million has been authorised by its board of administrators. The determine greater than quadruples final 12 months’s finances.
DPA Chairman Stephen Lussier stated, “The Board’s choice is a significant turning level for the Diamond Producers Affiliation and the diamond trade. All Board Members are aligned behind the targets and plans of the DPA, which is now absolutely outfitted to meet its mission of speaking to subsequent era customers in regards to the timeless magnificence and emotional worth of diamonds. We stay up for working carefully with the diamond and jewellery commerce and with different trade organizations to construct a stronger future for our sector.”
Jean-Marc Lieberherr, CEO of DPA, added, “The DPA group and company companions are able to execute bold plans for the second half of the 12 months. These embrace multichannel promoting, modern digital applications, and high-impact PR campaigns. With an funding degree of $50 million tied to the US market, that is successfully the full-scale launch of our ‘Actual is Uncommon’ communications platform.
“Our first-half 2017 actions targeted on optimizing, adjusting, and lengthening the profitable PR, digital, and promoting plans constructed within the US in 2016. We developed applications round main ‘tentpole’ millennial live-viewing occasions, such because the Oscars and MTV Film + TV Awards,” Lieberherr added. “Considerably, we even have constructed a group in India to launch the ‘Actual Is Uncommon’ platform in that market in September 2017.”
Earlier this 12 months, DPA piloted a number of customized analysis initiatives with the intention to develop insights which have shaped the artistic foundation of a number of forthcoming campaigns within the US: New print, outside, and digital show will debut at JCK on June 6, and a brand new video marketing campaign will probably be launched within the fourth quarter. The fully-integrated, expanded asset combine will enable visibility of ‘Actual is Uncommon’ throughout all main media platforms, together with for the primary time ever, select outside/cinema and print, unfold throughout many verticals, comparable to bridal, trend, and life-style. The media plan will now prolong nicely past TV and digital, which have been in place since final October.
Business advocacy and commerce applications have additionally been developed, and DPA will debut a brand new retail coaching assist program targeted on the brand new diamond narrative within the fourth quarter.