IDI Kicks Off Global Marketing Campaign

The Israel Diamond Institute Group of Companies (IDI) launched its new strategic marketing program ‘Together Works’. The campaign is aimed at demonstrating the Israeli Diamond Industry’s commitment to its international trading partners.

During the Friday announcement at BaselWorld, IDI Managing Director Eli Avidar said that the Israeli diamond industry is taking advantage of the current crisis for regrouping, readjustment and rethinking. He noted that the Israeli industry’s overall debt was down from $2.45 billion to $1.8 billion.

Avidar said that IDI was committed to providing the Israeli industry with the tools necessary to help diamond companies survive and even thrive during these difficult times.

He said that the ‘Together Works’ program includes print and online advertising in leading trade publications and websites. The campaign is based on the image of the handshake to portray the long standing relationships between Israeli diamantaires and their clients.

The program promotes an exclusive Business-to-Business service for Israeli diamond industry partners in the U.S. – a toll-free number 1-888-42-WORKS. The number will operate 24 hours a day, seven days a week and will be the direct connection for ongoing and new clients to reach out with their immediate diamond needs. These will be uploaded in real time to IDI’s portal site, and all Israeli diamond companies with the relevant goods will be notified via text messages.

“The campaign is based on strengthening partnership and cooperation between our clients and our industry. We know that if we join hands and pool our strengths, we will be able to cross this bridge together and forge a new and better reality for the jewelry industry as a whole,” Avidar said.

Avidar also revealed that IDI had launched The Israeli Diamond Industry blog through which it hopes to develop an online B2B community and create a place for the industry and media to come together to share ideas and communicate directly with Ramat Gan.

To stress the importance of opening up the industry to new technologies, the event featured a presentation by guest speaker John Peters, COO of Jewelry.com, who spoke about the opportunities open to the industry through the communities of Web 2.0 to differentiate and effectively market diamond and jewelry products.

Source: http://www.idexonline.com/