Antwerp Diamond Industry Launches New Marketing Campaign

(Press Release)
ANTWERP – The Antwerp diamond industry has launched a new campaign that aims to reinvigorate the city’s reputation as diamond capital of the world, both at home and abroad.

The new slogan “Diamonds and Antwerp, it’s in our DNA” recognizes more than five centuries in which the city has been synonymous with diamonds, highlighted by a festive diamond-themed period, starting in October of 2017 and organized by the City of Antwerp. “Diamonds & Antwerp, it’s in our DNA” intends to capture the story of diamonds and Antwerp. Because the industry has been located in the city for more than 550 years, it’s part of the DNA of the city, just as the city is part of the DNA of the diamond industry.

Antwerp’s Mayor Bart De Wever and Antwerp World Diamond Centre CEO Ari Epstein inaugurated the new campaign. A big, lively “tableau vivant” featuring 16 industry representatives will brighten up the diamond district in the coming months.

“The diamond industry is inherent to the city of Antwerp and is one of the main reasons for tourists to visit Antwerp,” says Margaux Donckier. “No other city in the world accommodates such a trade center, and this is what makes Antwerp’s diamond industry and city stand out. With this campaign and the upcoming Diamond Year, the city as well as the diamond industry wants to highlight this unique strength. ‘Diamonds & Antwerp, it’s in our DNA’ is a campaign that all Antwerpians can support by signing the DNA charter and becoming an ambassador of the city and her diamond industry.”

The campaign has already launched in Antwerp and will also be promoted internationally beginning in September of this year.