De Beers to pump record P1.6bn in holiday marketing

Friday, August 03, 2018

Jwaneng will play a major role in De Beers'production plans

De Beers plans to spend a whopping US$160 million (P1.64bn) in its traditional festive season marketing, hoping the generally positive global outlook for diamond demand translates into bumper profits.

The planned budget eclipses the $120 million the diamond giant has been spending on its marketing campaigns every year since 2015.

While De Beers markets its stones through various channels throughout the year, its campaigns traditionally reach a peak between Thanksgiving and the Chinese New Year, with the US and China representing key markets.

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De Beers to pump record P1.6bn in holiday marketing

De Beers plans to spend a whopping US$160 million (P1.64bn) in its traditional festive season marketing, hoping the generally positive global outlook for diamond demand translates into bumper profits.

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