After launching its Diamond Forevermark programme last year -- an initiative in which a small, 'invisible' mark is placed on the diamond as assurance it is a legitimate product -- the new DTC campaign focuses on a more emotional proposition. Dubbed 'I Do', the campaign is spearheaded by last year's TVC, which has been re-edited to include information of the mark. It also includes print, online, outdoor and PR.
"In effect, we play on the marriage vow, 'I Do', to demonstrate the commitment that we bring with the mark, which is the mark of trust," said Jonathon Pudney, marketing director, international brand communications, DTC. He added that the advertising would also involve campaigns from local merchants partnered with the company, who will now be able to promote their Forevermark diamonds.
The programme is tipped to roll out in other markets across the region next year, including China, Japan and India.
DTC strengthens 'promise' pitch in follow-up phase
The Diamond Trading Company (DTC) has embarked on the second phase of its campaign to 'deliver on a promise' to consumers.
