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The De Beers Group of Companies today announced that it will make a major investment in a holiday marketing campaign to generate increased consumer demand for diamond jewellery during the year-end holiday season.
The additional marketing investment will be made in the US and China, the world’s two leading diamond jewellery markets. The campaign will target men purchasing diamond jewellery as gifts for partners over the holiday period. The campaign will employ a combination of marketing approaches, including a new focus on digital channels to drive demand from the rapidly growing base of users of online and mobile media.
Featuring classic diamond products such as solitaire rings, diamond solitaire necklaces, three stone rings, ear studs and diamond bands, the campaign is intended to deliver a substantial boost to downstream demand over the industry’s key selling season.
The category marketing activity will be in addition to Forevermark’s ‘A Diamond is Forever’ holiday campaign, which will incorporate an exciting new product initiative, to be announced in the coming weeks.
Philippe Mellier, De Beers Group Chief Executive, said: “We are delighted to add these new initiatives to our existing Forevermark activities over the holiday season. This will help to stimulate downstream demand for polished diamonds and create renewed momentum in the diamond sector at a crucial point in the year.”
Contact
David Johnson
Tel +44 (0) 20 7430 3408
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Lynette Gould
Tel +44 (0) 20 7430 3434
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About The De Beers Group of Companies
De Beers is a member of the Anglo American plc group. Established in 1888, De Beers is the world’s leading diamond company with unrivalled expertise in the exploration, mining and marketing of diamonds. Together with its joint venture partners, De Beers employs more than 20,000 people (directly and as contractors) across the diamond pipeline, and is the world’s largest diamond producer by value, with mining operations in Botswana, Canada, Namibia and South Africa. As part of the company’s operating philosophy, the people of De Beers are committed to Living up to Diamonds by making a lasting contribution to the communities in which they live and work, and transforming natural resources into shared national wealth. For further information about De Beers visit www.debeersgroup.com.