When City Diamond Exchange, a gem investment broker first approached us to devise their new brand, we didn’t foresee this leading to the creation of luxury advertising and to be rubbing shoulders with the, then current F1 world champion. But, that’s exactly what happened.
City Diamond Exchange is a jewellery investment company, specifically dealing in diamonds. Design Inc were originally commissioned by the company to create and launch their new corporate brand and brand assets.
As part of our ongoing marketing support, we had pitched the idea of getting their name amongst the wealthy glitterati of motorsport through the sponsorship of a prestige motorsport awards evening.
Award sponsorship would enable the company to align their brand values to that of the sector. With the glitterati of the highest levels of motorsport present at the awards and with international press and TV coverage guaranteed, this was an ideal step for the investment house.
We had learnt that, for the first year, the event looking for additional sponsors and, after some negotiation, Design Inc were please to secure both sponsorship of the awards as well as the drinks reception beforehand.
And, as part of the deal, a new luxury advertisement would appear in both the awards night programme and the report issue of Autosport. The advertisement, nicknamed ‘a night on the town’ featured elegant & sophisticated imagery to perfectly reference the HNWI lifestyle.