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Editor's Note: GIA is embarking on a public awareness campaign designed to meet the public's growing need to know more about diamonds. As an integral component of GIA's mission – to maintain an international grading standard through education, research and laboratory services – the public campaign will encompass a dedicated Web site, www.gia4cs.gia.edu, as well as print and online ads incorporating the tagline, "The Difference Between Wondering and Knowing." Concurrent with the public outreach campaign and GIA's streamlined laboratory services, GIA has created a Retailer Support Kit to enable retailers to communicate and educate consumers effectively. As key providers of diamond information to the public, a retailer's ability to accurately and confidently communicate diamond grading and reporting is essential. To that end, GIA is offering, for the first time, a suite of display and educational support tools designed to assist retailers in communicating the 4Cs, the International Diamond Grading System™ and the value of a GIA Diamond Grading Report.
A Web site that educates and builds confidence
With the launch of GIA's new Web site, www.gia4cs.gia.edu, in October 2007, the public will be able to easily access unbiased information about diamonds. This new Web site will help the public understand the value of a GIA grading report and the confidence it brings when buying a diamond. A wealth of valuable information will be available, including:
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The essential 4Cs (color, clarity, cut and carat weight)
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The International Diamond Grading System™
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How GIA grades diamonds
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What a GIA report means and how to read it
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Fundamentals about diamonds, including treatments, and the difference between natural, synthetic and simulant diamonds
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Diamond care
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Basic information about the Kimberley Process
Advertising that informs and inspires action
GIA has been supplying information to ensure the public's trust in gems and jewelry since 1931. GIA created the 4Cs and is considered the universal authority on diamond grading. GIA's new, public advertising campaign, launching in November 2007, will reach nearly 70 percent of soon-to-be-engaged men and 60 percent of connoisseur diamond buyers. The national print campaign will be seen in magazines such as Architectural Digest, Departures, Town – Country, Robb Report, GQ, Men's Journal and Men's Health. Also starting November 2007, banner ads on sites such as CNN, ESPN, FOX News and Yahoo! will direct traffic to a public microsite, www.gia4cs.gia.edu.
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GIA Consumer Print Advertising
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