DPA CEO Jean-Marc Lieberherr and IDE President Yoram Dvash

DPA TO LAUNCH ANOTHER US CAMPAIGN IN SEPTEMBER 2017, SECURES OSCARS SPOT

Jean-Marc Lieberherr, Chief Executive Officer of the Diamond Producers Association (DPA), held a lecture yesterday (February 15) at the Israel Diamond Exchange (IDE) during the International Diamond Week in Israel (IDWI).

 

Lieberherr’s talk centered on the marketing initiatives of the DPA for the coming year and its activities so far. The lecture was attended by IDE President Yoram Dvash, President of the Israel Diamond Manufacturers Association (IsDMA) Kobi Korn and IDE members.

 

Before introducing Lieberherr, Dvash spoke of the importance of the DPA and said: “We all need the support of diamond mining companies in marketing initiatives, and I’m sure that under Jean-Marc’s leadership, the DPA will do much to move the industry forward”.

 

During his lecture, Lieberherr updated the audience on the activities of the DPA, its goals and its plans for the future. “The DPA is interested in creating ling-term demand for diamonds”, he said, “and in cooperating with industry organizations to preserve consumer trust. The DPA’s seven members – Alrosa, De Beers, Dominion, Gem Diamonds, Lucara, Petra and Rio Tinto are all interested in increasing the DPA’s budget to attain its goals”.

 

Lieberherr described the conception of the DPA’s first campaign, “Real is Rare”: “We interviewed many women, mostly millennials, to understand their thoughts on diamonds, and we reached some important insights that led us to choose that slogan. We live in a world craving for something authentic, real and important – and those are the traits that diamonds stand for. Our aim was to change the consumers’ sentiment towards diamonds to something more personal”.

 

“We launched three commercials and invested in seven social media platforms. In a single month, we reached some 10,000 followers just by organic reach and created more marketing assets. We have approved our plan for 2017, we’re increasing our marketing budget in the US, and we’re working on launching another campaign in the US in September of this year”.

 

Lieberherr added that the DPA has secured the only Oscars commercial spot for the diamond industry this year (February 26).

 

Lieberherr also spoke about the need to further differentiate between natural and synthetic stones, saying: “We need to treat synthetics like a fake Picasso. You don’t want that, and that’s the message we’re going to highlight”.

 

 

Item courtesy of the IDE website

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