The Diamond Producers Association (DPA) announced at the JCK show in Las Vegas that its 2017 full-year marketing investment of $57 million has been approved by its board of directors. The figure more than quadruples last year’s budget.
DPA Chairman Stephen Lussier said, “The Board’s decision is a major turning point for the Diamond Producers Association and the diamond industry. All Board Members are aligned behind the goals and plans of the DPA, which is now fully equipped to fulfill its mission of communicating to next generation consumers about the timeless beauty and emotional value of diamonds. We look forward to working closely with the diamond and jewelry trade and with other industry organizations to build a stronger future for our sector.”
Jean-Marc Lieberherr, CEO of DPA, added, “The DPA team and agency partners are ready to execute ambitious plans for the second half of the year. These include multichannel advertising, innovative digital programs, and high-impact PR campaigns. With an investment level of $50 million tied to the US market, this is effectively the full-scale launch of our ‘Real is Rare’ communications platform.