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IGI Targets Millennials with Radio Campaign
The International Gemological Institute is following its consumer television campaign with five radio spots in select iHeartMedia markets beginning Sept. 6.
New York--The International Gemological Institute is targeting younger consumers with a new campaign, using a medium not often associated with millennials--radio.
Running in select markets on iHeartMedia, the spots emphasize to consumers the need for independently authenticated and evaluated diamonds and gemstones to provide assurance that they’re getting what they paid for, a factor that is “top-of-mind for cost-conscious millennials,” IGI said in a press release.
The ads also offer jewelry care tips and information on birthstones.
The radio spots will run through Dec. 31, airing during busy commute times in the morning and evening.
IGI said it chose to use radio because the medium is the No. 1 listening source for millennials, reaching 92 percent of the population on a monthly basis, according to research done by third-party companies. Additionally, 77 percent of those in the demographic have indicated they want radio ads to tell them about specific offers.
American mass media company iHeartMedia said it has more than 245 million monthly listeners, serving 150 markets through 850 owned radio stations in the United States, including the iHeartRadio digital radio service.
Though no numbers were available on how many of those listeners are millennials, the third-party data also shows that iHeartMedia offers content that “attracts” 90 percent of millennials every month, IGI said.
IGI President and CEO Jerry Ehrenwald also said that the organization has had success in the past with the medium.
It has aired its radio campaign for the last three years in eastern Long Island, N.Y. (in the Hamptons), receiving positive feedback about listeners being made aware of IGI and the services it offers to consumers.
The upcoming campaign with iHeartRadio, it said, shows it is ready to expand to other parts of the U.S.
Ehrenwald said in a release, “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. Building that assurance is essential for both consumers and retailers.”
IGI North America launched its consumer-facing TV campaign earlier this year, educating consumers through ads that ran on cable networks in targeted markets nationwide.
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