Rio Tinto Diamonds is bringing the mine to the marketplace by using innovative Oculus Rift technology to provide an interactive virtual journey into its Diavik Diamond Mine in the remote Northwest Territories of Canada.

The Oculus Rift will debut at the Rio Tinto booth at the world’s largest diamond jewelry trade show, the JCK Luxury Show, in Las Vegas on May 27.

Rio Tinto has partnered with New York based Bravo Media Inc, to custom design the Oculus Rift experience. Oculus Rift, a virtual reality headset, provides a completely immersive, computer generated environment that allows the user to fly above the coast of Canada and land at the Diavik Diamond Mine. From here the user is taken on an interactive journey down the mine.

Brandee Dallow, manager of Rio Tinto Diamonds North American representative office, said: “The interactive technology brings to life the mining experience in a very compelling way. Our goal in showcasing Oculus Rift at this year’s JCK Show is to start the dialogue with our customers and other members of the diamond jewelry industry about the new approaches available to better capture the next generation consumer.”

Rio Tinto Diamonds has a long track record of harnessing technology and innovation to create value in the diamond industry including X-ray sorting machines, laser technology to prepare diamonds for cutting and polishing as well as innovative solutions in mining, processing and renewable energy.

“It is important for the diamond industry, from the trade through to the final consumer, to gain an understanding of where Rio Tinto’s diamonds come from and how they are mined. The mine to market story is very important to us and so we are delighted to present this new tool to the industry,” said Dallow.

To experience the Oculus Rift virtual reality tool please visit the Rio Tinto booth - LUX105- at JCK Luxury in Las Vegas.

About Rio Tinto Diamonds

Rio Tinto is one of the world's major diamond producers through its 100 per cent control of the Argyle mine in Australia, 60 per cent of the Diavik mine in Canada, a 78 per cent interest in the Murowa mine in Zimbabwe. These three mines allow Rio Tinto to produce diamonds for all market segments. Rio Tinto also has an advanced diamond project in India. Rio Tinto's share of the production from its three operating diamond mines is sold through its sales and marketing office in Antwerp, Belgium with representative offices in Mumbai, Hong Kong and New York. Rio Tinto Diamonds is a leading supporter of the Kimberley Process as well as a founding member of Responsible Jewellery Council.

About Bravo Media Inc.

Bravo Media Inc. is a New York based company providing dynamic video for TV, web, mobile and the experiential marketplace. Operating since 1998, Bravo Media Inc. is constantly exploring the latest platforms and technologies and has been among the first to deliver custom, branded experiences with the Oculus Rift technology.