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The enjoyment diamonds deliver to folks’s lives and the arrogance impressed by a diamond grading report from the consultants at GIA (Gemological Institute of America) are on the middle of GIA’s first new international client advertising marketing campaign in additional than a decade. The Institute, which pioneered mission-driven client advertising about diamond high quality, launched a brand new multi-media effort that focuses on the particular moments diamonds symbolize in folks’s lives and the deep information that goes into each GIA grading report.
“This thrilling new marketing campaign marks a major evolution in how each GIA grading report demonstrates our dedication to defending customers,” mentioned GIA President and CEO Susan Jacques. “GIA brings the identical ardour and impartial, research-based diamond grading experience to each gem, whether or not it’s the world-famous Hope Diamond or the particular diamonds which individuals select to have fun an important occasions of their lives.”
That includes 12 numerous {couples} and 7 self-purchasers, the worldwide marketing campaign will run in each client and commerce channels. The marketing campaign is designed to succeed in customers early of their diamond buy journey with a highly-targeted multi-channel rollout.
“This marketing campaign is in regards to the belief, confidence, and pure pleasure that include selecting a diamond graded by the consultants at GIA,” mentioned Mark Buntz, GIA senior vice chairman and chief advertising officer. “We’re thrilled to raise the GIA model by common and fashionable expressions of affection that replicate the general public we so proudly serve.”
The marketing campaign’s print, video, on-line and radio parts hyperlink customers to personalised content material tailor-made for the highest three international diamond markets – the U.S., China and India. There, customers will discover beautiful photographs of among the most well-known GIA-graded diamonds and helpful sources to assist them make an informed determination in regards to the diamond that’s most vital to them.
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