The Gemological Institute of America (GIA) has launched its first new global consumer marketing campaign in more than a decade.
The multimedia effort, timed for the engagement season, informs shoppers of the famous diamonds the GIA has assessed, such as the Hope Diamond and the Taylor-Burton Diamond. It tells them that the same care and expertise goes into every stone the GIA sees.
“At GIA, we are trusted to grade some of the rarest, most precious diamonds in the world, including the most valuable one of all: yours,” one of the videos says.
The campaign will appear in print, video, online and radio formats and will link consumers to web pages containing images of exceptional diamonds it has graded, the GIA noted in a statement last week. It also includes information on the 4Cs, fluorescence, and the origins of wedding rings, and contains other diamond-related resources. It has customized the content for the US, China and India. It features 12 diverse couples and seven self-purchasers and will run in both consumer and trade channels.
“This exciting new campaign marks a significant evolution in how every GIA grading report demonstrates our dedication to protecting consumers,” Susan Jacques, CEO of the GIA, said in a statement last week. “GIA brings the same passion and independent, research-based diamond-grading expertise to every gem, whether it is the world-famous Hope Diamond or the special diamonds which people choose to celebrate the most important events in their lives.”
Almost two years ago, the GIA placed a large video-billboard advertisement in Times Square advising consumers to ask for its Diamond Origin Report.