Diamond Manufacturers Association (Diamond Producers Association, DPA) plans to increase its annual budget to $ 60 million from the current $ 6 million asking its members to make larger contributions, as reported by the Rapaport, quoted by Bloomberg report.
In the marketing industry DPA seeks to intensify its efforts to reach out to younger consumers who increasingly spend their money on electronics and restaurants, the report said. CEO of DPA, Jean-Marc Lieberherr (Jean-Marc Lieberherr) declined to comment when contacted with him tried to Rapaport News.
DPA postraraetsya refer to its members, such as De Beers and Alrosa, to ask them to increase financial support for the organization, noted in Bloomberg, citing people familiar with the plans of the organization, who asked not to be named. The first commercials DPA appeared in October, presenting stories that portrayed the imperfect relationship, not necessarily include marriage. Thus, the association tried to appeal to the representatives of "two thousandth generation."
During the 2000s, De Beers slashed in half its annual marketing budget to about $ 100 million recall, in Bloomberg. In 2015, the company has spent about $ 20 million on a new advertising campaign aimed at representatives of "two thousandth generation" in the United States and China.
The association is funded by its members, which also include mining companies such as Dominion Diamond Corporation, Gem Diamonds, Lucara Diamond Corp., Petra Diamonds and Rio Tinto.
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