Diamond Association targets millennials

摘要

The Diamond Producers' Association (DPA] is aiming its first marketing campaign squarely at millennials. The campaign, launched in October, consists of two tag lines: "Real is Rare" and "Real is a Diamond." The DPA launched in May 2015, with members pledging to support a minimum initial annual budget of US$6 million. The association has already doubled that budget for 2016. At the moment, the campaign is limited to the United States - the world's largest diamond market accounting for 45% of demand and the market about which the DPA has the most research.