RAY SMUTS
A DIAMOND is a girl's best friend, saucy actress Marilyn Monroe once chirped, but looking at the gem dispassionately it has many intrinsic qualities - brilliance, value, purity, many facets, longevity and so forth - which makes it a spot-on choice as star attraction for Safmarine's new advertising campaign.
The creative diamond theme with accompanying slogan 'Reflecting Quality' underpins the shipping line's entire rebranding exercise and is the branchild of the company's public relations consultant Impress Communications and Publicity.
The theme was chosen for a number of reasons, firstly as South Africa produces and Antwerp (SCL head office) cuts and processes a significant volume of the world's diamonds.
Then, the gem has a myriad of properties with which Safmarine can proudly identify: it sparkles, lasts forever, represents value and quality and does not fade or tarnish.
A diamond is the hardest natural substance known, it's pure, has the ability to cut and shape other materials and is shaped in such a fashion as to allow many reflections and facets - thus representative of Safmarine's many qualities.
Recognising the importance of trade between Europe and West Africa with its many French-speaking countries, Safmarine has, for the first time, printed its corporate brochure in French, kudos for translation going to a Cape Town company Folio Translation Services.
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