WASSERMAN PROPOSES EKATI DIAMONDS FOR CANADIANS
By Adnews Staff
Vancouver-based Wasserman & Partners Advertising broke a new consumer advertising campaign this month for BHP Diamonds. Vancouver-based BHP holds a 51% interest in the Ekati Diamond Mine, located northeast of Yellowknife, NWT. The new campaign promotes Ekati Canadian diamonds which are sold directly from the mine to the jeweller. Traditionally jewellers have purchased diamonds from wholesalers and then marketed the gems under their own name. Garry Grafton, partner and director of strategic services at Wasserman, said the campaign ensures branding of Ekati diamonds is seamless across all mediums. Print ads in magazines such as Flare, Chatelaine and Elm Street, POS materials, packaging, consumer brochures and the design of the Ekati Web site at <http://www.ekati.ca> all feature images of Canada's North. Grafton said the national campaign targets a wide range of people, from young adults purchasing engagement rings to older consumers buying items for wedding anniversaries.