Images of couples sharing tender moments will grace the Diamond Producers Association (DPA)’s new range of still advertisements, as part of the organization’s campaign to associate diamonds with love.
The DPA launched this new phase of its marketing effort on Tuesday in front of 1,000 jewelry retailers at the JCK Las Vegas show. It includes print and digital display advertisements, as well as “out-of-home” publicity such as billboards, complementing the “Real Is Rare” videos that began airing on television and digital media last October.
Starting in July, the new advertisements will appear in weekly and monthly magazines relevant to the bridal, lifestyle, fashion and entertainment industries. The DPA has already confirmed magazines Brides, People and Marie Claire as initial print partners. Jewelers and retailers will also be able to use the images in-store and in local media.
“We chose to launch our new creative [effort] at JCK Las Vegas in order to share it first with our partners in the industry,” Deborah Marquardt, the DPA’s chief marketing officer, said Tuesday. “The campaign features real couples, and the images show ‘stolen moments’ of tenderness where the diamond jewelry is treated as an unmistakable gift of love.”