What is the purpose of the marketing campaign started by diamond producers association(dpa)
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Answer:
Real is Rare. Real is a Diamond". The Diamond Producers Association today delivered a special presentation to members of the diamond industry at the JCK Trade Show in Las Vegas to reveal the long-awaited compaign slogan and platform with which they hope to attract the generation of Millennials. The DPA's marketing campaign, intended to fill the void since De Beers ceased generic marketing, is the result of six months of development, including in-depth research into its target audience: millennial consumers. Stephen Lussier, Chairman of the DPA, praised De Beers' "A diamond is forever" campaign, but opened the meeting by asserting that the diamond industry, "Cannot restore the campaigns of the past to the situation today." He considers the fact that the DPA may not use De Beers' iconic slogan "an opportunity" to bring "the diamond dream" to a new generation and get them to internalize the symbolic and emotional role diamonds can play in their lives.