Organised by the Diamond Producers Association (DPA), the launch preview of the ‘Real is Rare. Real is a Diamond’ marketing campaign in China was held on 1 March 2018 in Hong Kong. DPA presented its plans to introduce this global consumer marketing platform targeted at the Chinese market in 2018.
According to DPA, as the industry’s first category marketing initiative in a decade, ‘Real is Rare. Real is a Diamond’ platform aims to cultivate emotional relevance and appreciation of the value, rarity and preciousness of diamonds amongst a new generation of consumers.
“I am delighted to present the next step in our global platform which is all about connecting Chinese millennials with diamonds. We look forward to continuing to engage with China’s extensive diamond and jewellery community to inject new energy into the diamond category,” said Jean-Marc Lieberherr, CEO of DPA at the event.
In-depth research showed that in China, young couples aspire to real and lasting love as expressed through daily acts of care, consideration and tenderness. DPA’s first Chinese campaign will aim to present diamond as an authentic symbol of love that has the power to inspire these every day gestures and be the witness of the journey between couples towards real, lasting love, said DPA.
Followed earlier launches in the US and India in line with DPA’s mission to maintain and enhance global consumer demand for and confidence in diamonds, the first DPA China marketing campaign will be launched in July 2018. The campaign will be supported by an integrated media plan focused on online TV, cinema, digital and social media channels.
Stay tuned for more information on DPA's marketing campaign in HKJM June'18 Issue.
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