UpFront

De Beers Millennium Campaign Begins De Beers will kick off its big millennium marketing campaign at this month’s JCK Show in Orlando, Fla. At an educational seminar and at its booth, De Beers’ Diamond Promotion Service will be showing jewelers how to tie in their own millenium promotions with the one De Beers will conduct throughout 1999 and into 2000. Special kits for retailers will be available for ordering. The campaign will include extensive media advertising, starting around September, and specially branded diamonds. The company will also develop a Millennium logo – incorporating the company’s famous “A Diamond Is Forever” slogan – which it will make available to interested retailers. “[The slogan] is something we ordinarily don’t let people use, but we felt the millennium was such a uniquely appropriate occasion for it,” says Stephen Lussier, one of the pe
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