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The enjoyment diamonds deliver to folks’s lives and the arrogance impressed by a diamond grading report from the specialists 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 signify in folks’s lives and the deep data that goes into each GIA grading report.
“This thrilling new marketing campaign marks a big evolution in how each GIA grading report demonstrates our dedication to defending customers,” stated GIA President and CEO Susan Jacques. “GIA brings the identical ardour and unbiased, 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 a good time 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 achieve customers early of their diamond buy journey with a highly-targeted multi-channel rollout.
“This marketing campaign is concerning the belief, confidence, and pure pleasure that include selecting a diamond graded by the specialists at GIA,” stated Mark Buntz, GIA senior vice chairman and chief advertising officer. “We’re thrilled to raise the GIA model by way of 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 personalized content material tailor-made for the highest three international diamond markets – the U.S., China and India. There, customers will discover beautiful pictures of a number of the most well-known GIA-graded diamonds and helpful assets to assist them make an informed resolution concerning the diamond that’s most necessary to them.
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