In keeping with its strategic marketing program for 2009 “Together Works”, the Israel Diamond Institute Group of Companies (IDI) is planning to make a major splash at the Hong Kong Jewellery & Watch Fair this September. IDI will be presenting the largest ever Israel Diamond Pavilion at any trade show, with 60 Israeli companies. In addition, there will be 20 Israeli companies exhibiting throughout the show.

The Israel Diamond Pavilion will be located at the Asia World Expo, which will house all of the loose diamond and gemstone exhibitors. IDI’s image booth, located at the entrance to the pavilion will provide information on The Israeli Diamond Industry and will help guide buyers through the pavilion.

An online mini-site for the pavilion can be accessed through the IDI portal at http://www.israelidiamond.co.il/english/news.aspx?boneid=1473&pageNo=1

The mini-site includes details of all Israeli diamond exhibitors as well as a map indicating their location at the show.

The huge Israeli interest in the September fair is due to the primary importance the industry places on the Asian market. Hong Kong, as its gateway, is the natural focus for Israeli marketing efforts. Hong Kong remains Israel’s second largest market for polished diamond exports, representing about 20% of the total.

IDI is boosting its participation at the fair with several marketing initiatives, reflecting the pro-active character of “Together Works”.

• IDI is launching a major pre-show advertising program in the trade media to promote the pavilion.
• Selected Asian diamond buyers will receive a personal invitation to visit the Israel Diamond Pavilion, where they will be greeted by an IDI representative and will receive a special giveaway.
• Flyers promoting the Israel Diamond Pavilion will be distributed by hostesses on the shuttle bus to the AWE site and at the registration area.
• IDI will assist Israeli exhibitors in cutting costs by providing free locally-hired service representatives to staff their booths.
• IDI’s VIP Buyer Service will enable exhibitors to offer clients a free hotel stay for every day they spend on the Israel Diamond Exchange trading floor, up to a total of four nights.

IDI Chairman Moti Ganz said, “We are pleased to present the strength of the Israeli Diamond Industry at the Hong Kong September fair. We believe that Asia is the growth market of the future for Israeli diamonds and that’s why Israeli companies are participating in record numbers. We are hopeful that this show will strengthen the business relations between Israeli and Asian companies.”

IDI Managing Director Eli Avidar said that the strategic marketing plan “Together Works” was targeting buyers in Hong Kong, Singapore and other parts of the region. “We are very pleased at how ‘Together Works’ has been received by our Asian partners. We are looking into expanding our marketing efforts in Asia in coming months,” he said.