Diamonds to share Oscar-night limelight

Avi Krawitz

DPA to run ads during Academy Award Ceremony.
Amid the glitz and glamor of the Oscar red carpet, diamonds will also grace our screens during ad breaks, as the Diamond Producers Association (DPA) is running its “Real is Rare. Real is a Diamond” campaign during this year’s Academy Awards.

The ad, featuring the television premier of “Runaways,” will be presented in a 15-second format on the ABC TV network, which will air the award ceremony, DPA CEO Jean-Marc Lieberherr said this week.

ABC wanted us to be the only industry marketing on Oscar night because they think it fits exactly what they’re trying to do,” he said in a presentation at the Israel Diamond Exchange.

The deal signals that the “Real is Rare” message is striking a chord with the public as the DPA prepares to roll out the next phase of its program, he went on. The association will unveil its third video in the series in April, having run the first two last year.

Those two films, which targeted U.S. millennials, generated 220 million impressions, mostly through digital media over an eight-week period, Lieberherr reported. The DPA’s overall public relations and social media programs garnered over one billion impressions, he added.


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Source Rapaport