The joy diamonds bring to people’s lives and the confidence inspired by a diamond grading report from the experts at GIA (Gemological Institute of America) are at the center of GIA’s first new global consumer marketing campaign in more than a decade. The Institute, which pioneered mission-driven consumer marketing about diamond quality, launched a new multi-media effort that focuses on the special moments diamonds represent in people’s lives and the deep knowledge that goes into every GIA grading report.
“This exciting new campaign marks a significant evolution in how every GIA grading report demonstrates our dedication to protecting consumers,” said GIA President and CEO Susan Jacques. “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.”
Featuring 12 diverse couples and seven self-purchasers, the global campaign will run in both consumer and trade channels. The campaign is designed to reach consumers early in their diamond purchase journey with a highly-targeted multi-channel rollout.
“This campaign is about the trust, confidence, and pure joy that come with choosing a diamond graded by the experts at GIA,” said Mark Buntz, GIA senior vice president and chief marketing officer. “We are thrilled to elevate the GIA brand through universal and modern expressions of love that reflect the public we so proudly serve.”
The campaign’s print, video, online and radio elements link consumers to customized content tailored for the top three global diamond markets – the U.S., China and India. There, consumers will find stunning images of some of the most famous GIA-graded diamonds and useful resources to help them make an educated decision about the diamond that is most important to them.