(NEW YORK) – On the heels of its successful consumer cable campaign, the International Gemological Institute (IGI) has begun airing five radio spots in select markets on iHeartMedia – each aimed at enlightening Millennials on the importance of consumer awareness and confidence.
The radio spots will run through Dec. 31 during busy morning and evening drive times. iHeartMedia reaches over 245 million monthly listeners.
The IGI spots emphasize educating consumers on the need for independently authenticated and evaluated diamonds and gemstones, ultimately providing assurance they are truly getting what they are paying for – which is top-of-mind for cost-conscious Millennials. The ads also offer jewelry care tips and information on birthstones.
“Our consumer-focused advertising initiatives continue to highlight the importance of confidence and, specifically, that IGI is an authoritative resource when purchasing diamonds and fine jewelry,” said IGI President Jerry Ehrenwald, G.G., A.S.A. “Building that assurance is essential for both consumers and retailers.”
