De Beers to make major investment in holiday marketing campaign

208f5 sizedownsmall De Beers to make major investment in holiday marketing campaign208f5 sizeupsmall De Beers to make major investment in holiday marketing campaign
 De Beers to make major investment in holiday marketing campaignTo increase consumer demand for diamond jewellery for the year-end holiday period, the De Beers Group of Companies intends to make ‘major’ investments in a holiday marketing campaign, as per the company.

The campaign will focus on men buying diamond jewellery for gifting it to their partners. Diamond products including solitaire rings, diamond solitaire necklaces, three stone rings, ear studs, diamond bands will feature in the campaign. The intent is to substantial boost to the downstream demand over the industry’s key selling season.

This campaign will be designed with a combination of marketing approaches with a new focus on digital channels to push demand from the rapidly growing segment of users of the online and mobile media.

The category marketing activity will be in addition to the Forevermark’s ‘A Diamond is Forever’ holiday campaign, which will incorporate an exciting new product initiative, which the company will announce soon.

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.”

The company intends to make this additional marketing investment in China and US, as they are the two global leading markets.



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