AGS Targets Consumers with New Campaign

(IDEX Online News) – The American Gem Society (AGS) is to target consumers with its new, fully integrated US advertising campaign. The aim of the new campaign is to raise consumer awareness of the AGS brand and to drive traffic to member retailers via the “Find a Jeweler” search feature.

The ad campaign, which will run in GQ, Glamour and Vogue in the first half of 2016 and in The Knot throughout the year, will target both male and female consumers, with “Buy It with Confidence” ads targeting male consumers and “Love What You See. And What You Can’t” ads targeting female consumers.

The ad blitz will also include social media campaigns as well as the promotion of a custom hashtag (#BuyWithConfidenceAGS). In addition, counter cards of the ads will be available for member retailers to display in store.

The ads will also promote AGS Laboratories, with logo placement in the creative, as well as the distribution of helpful consumer information such as benefits of using a lab report, explanation of diamond grading and the 4C’s, FAQ’s, shopping tips, etc.

“With the support of our retail members in-store and in their social media outlets, this fully integrated campaign is designed to make a powerful impact,” says Ruth Batson, CEO of AGS and AGS Laboratories. “Promoting consumer confidence and the ethics of the reputable jewelers that make up the AGS membership is critical to attracting younger consumers and ensuring the future strength of our industry.”