The Diamond Producers Association (DPA) unveiled plans for its new extension of the “Real is Rare” campaign into the print, out-of-home, and digital display media space during 2017 at a well-attended session at the JCK, Las Vegas which was attended by many of the most important US jewellery retailers.

The campaign will centre around images of ‘stolen moments’ of tenderness and will feature real couples with the diamond jewellery being “an unmistakeable gift of love”, according to Deborah Marquardt, DPA’s Chief Marketing Officer.  She added, “We chose to launch our new creative at JCK Las Vegas in order to share it first with our partners in the industry.”

As reported earlier, the DPA has announced a marketing budget of $57 Million, which will be used primarily to fund consumer advertising in the US and the expansion of the “Real Is Rare” campaign into India and China.

The DPA stated that starting in July, the new ads will appear in weekly and monthly magazines across several verticals, including bridal, lifestyle, fashion, and entertainment, with Brides, People, and Marie Claire being among the first print partners selected.

Developed by Mother New York, and shot in New York City in March 2017, the five single-page ads are primarily focused on engagement and marriage diamond jewellery. “DPA thanks our many partners for providing beautiful jewelry for our campaigns, including Gillian Conroy, Danhov, Greenwich Street Jewelers, Beverly K., Leo Schachter, and Pluczenik featuring Forevermark diamonds,” the organisation said.

The creatives will also be made available for jewelers and retailers to use in-store and in local media and the usage guidelines wouldbe available on the DPA’s trade portal by July.

DPA also plans to launch new video assets for linear and digital TV in Q4, 2017.