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DPA adds print, out-of-home, and digital displays to Rare is Real campaign
The campaign features real couples, and the images show ‘stolen moments’ of tenderness
By: Diamond World News Service
Jun 8 2017 8:42AM
Reference: 15273  

The Diamond Producers Association (DPA) debuted a print, out-of-home, and digital display campaign extension, complementing the successful “Real Is Rare” TV and digital videos that were released in October 2016. This was unveiled to a gathering of 1,000 of the nation’s leading jewelry retailers.

“We chose to launch our new creative at JCK Las Vegas in order to share it first with our partners in the industry,” said Deborah Marquardt, DPA’s Chief Marketing Officer. “The campaign features real couples, and the images show ‘stolen moments’ of tenderness where the diamond jewelry is treated as an unmistakeable gift of love.”

Starting in July, the new ads will appear in weekly and monthly magazines across several verticals, including bridal, lifestyle, fashion, and entertainment. Brides, People, and Marie Claire are among the first print partners to be confirmed by DPA.

The assets will be made available for jewelers and retailers to use in-store and in local media. Beginning in July, the usage guidelines can be downloaded via the DPA’s Trade Portal.

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 jewelry. “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.” Marquardt also noted that, “The DPA plans to launch new video assets for linear and digital TV in Q4.”

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