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Issue 00407 |
Feb 1 - 24, 2006 |
issn 0856 - 9135 |
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Local News |
| Tucson Gem fair Promo hails Tanzanite as birth
stone gift By Staff Writer The Tanzanite Foundation has embarked on an ambitious global marketing campaign at the Tucson Gem Fair, in Arizona, dubbed as the ' be born to Tanzanite', The Arusha Times has learnt. This global marketing promotion positions Tanzanite as the birth stone, a gift given to a child, upon its birth. Officially however, the rare blue gem was being described as the birth stone for December. The Tanzanite-One's president and chief operating officer, Ian Harebottle revealed that this integrated multi media campaign will utilize a broad spectrum of media channels; including trade and consumer magazines, billboards, broadcast, print and public relations. The promotion will also be focused in prominent Tanzanite markets, United States of America and Europe. He said the 'Be born to Tanzanite' story has been borrowed from the local Maasai custom which has been embedded in Tanzanite's heritage since its discovery way back in 1967. "Tanzanite, the defining gem of our generation has become an heirloom due to its rarity and finite supply!" Harebottle said. According to the Tanzanite-One chief, this promotion strategy transcends fluidly into a marketable campaign that is at the heart of the overall communications strategy. The tag line 'be born to Tanzanite' and birth stone positioning creates a specific call to action to purchase Tanzanite with a strong emotional pull. "The Tanzanite Foundation views the birth-gift category as a major ongoing commercial opportunity for retailers to increase their Tanzanite sales. This will be implemented across retail stores later in the year." Sarah Cort, Tanzanite Foundation Operations Director commented. "Positioning Tanzanite as the birth stone is a natural progression". Cort continued adding that the beauty and passion of Tanzanite's Maasai heritage coupled with Tanzanite being the gem of a single generation and family heirloom makes emotional and commercial sense. "The Tanzanite Foundation will be guiding the industry to communicate this message consistently." She stressed. The Tanzanite Foundation which now acts as an industry body on behalf of the entire Tanzanite industry, is a brainchild of the Mirerani based Tanzanite-One Mining firm, formerly known as AFGEM. "We at Tanzanite Foundation have since then invited stakeholders from all sectors in the Tanzanite industry to become members and patrons, with a single focus - to promote Tanzanite throughout the world markets." Cort said. Historically, this promise of a person begins with the earliest moments of life and every tradition cherishes and celebrates a child being born, the miracle of birth and the gift of life. From the heart of Africa comes a powerful tradition – where women that have had the honor of giving birth to a child, wear blue beads and fabric to bestow upon the child a healthy and positive life, setting themselves apart as creators of new life. This custom, protected and preserved over generations, is now embodied in the unique color of a mystical gem, Tanzanite. Found only at the foothills of Mount Kilimanjaro, Tanzanite's kaleidoscope of blue-violet colors draws on the mysterious beauty of its place of origin. The gift of Tanzanite at birth uniquely symbolizes new beginnings and pays tribute to those who have shown the greatest of loves by becoming a parent.
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Updated:
January 07, 2006 . |
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Webmaster: WDJMallya |
