RapNet


Rapaport News

 

Marketing

 

Advanced search
Latest Articles
Videos
Features
News
Mining
Rough Markets
Polished Markets
Manufacturing
Retail

DPA Seeks to Eradicate Diamond Misconceptions

Organization’s new campaign wants to educate millennial consumers about the industry.
Aug 19, 2019 7:15 AM   By Rapaport News
Print Print Facebook Facebook Twitter Twitter Share Share


RAPAPORT... The Diamond Producers Association (DPA) has released a campaign that aims to challenge misconceptions about diamond mining in an effort to capture millennial consumers.

“The goal is to convey some of the key facts and truths about natural diamonds in a compelling, cinematic way that will engage viewers,” a DPA spokesperson told Rapaport News last week.

The video, called Essential Diamond Truths, provides facts about the industry, including how diamonds are formed, why they are considered rare, and their socioeconomic value. The campaign also tackles the Kimberley Process and conflict diamonds, as well as the environmental footprint associated with natural diamonds.

“There are many outdated misconceptions about the diamond industry, and we wanted to present these essential diamond truths, many of which consumers are unaware of, in a fresh, elevated way to capture the attention of our core target audience, millennial consumers,” the spokesperson explained.

The DPA has published the content on its social-media channels, and is also making it available to retailers and the diamond trade. It intends to continue using this artistic style for its upcoming campaigns.

“We’ll continue to tell the diamond story in a similar…way going forward,” the spokesperson added. “We’ve received great feedback on this particular piece of content.”

Image: A still from the new DPA campaign. (Diamond Producers Association)
Tags: Diamond Producers Association, Dpa, Essential Diamond Truths, Kimberley Process, Rapaport News
Similar Articles
Modi Marilyn Monroe‘Diamonds Are a Girl’s Best Friend’ Nets $50K
Oct 23, 2018
A brand-management company that owns the Marilyn Monroeestate has bought...
How Retailers Can Entice Chinese Tourists
Comments: (0)  Add comment Add Comment
Arrange Comments Last to First



Call Us: 1-702-893-9400
Member License Agreement   RapNet Trading Rules & Code of Conduct    Privacy Policy  
  
twitter twitter
About Rapaport
Advertise with us