With the avowed mission of protecting and preserving consumer trust in diamonds,  GIA has made a unique move: it has put up its new innovative Diamond Origin Reports on a billboard d New York’s Times Square, which is being viewed by  crowds   during the holiday season, including during the famous New Year’s celebrations and through to Valentine’s Day.

“Over the coming months, there will be millions of engagement moments shared around the world,” said Mark Buntz, GIA’s Senior Vice President and Chief Marketing Officer. “At the centre of most will be the story of a diamond. At GIA, we are proud to give consumers the knowledge to tell that story, and to trust in the quality and origin of their diamond. There is no place better than the heartbeat centre of New York City to introduce consumers to GIA’s mission, services and reports.”

The GIA presence at Big Apple’s nerve centre is marked by two ads: one about GIA’s  Diamond Origin Report; and the other on the 4Cs of Diamond Quality – Colour, Clarity, Cut and Carat Weight. The two alternate on the 56-by-29-foot wrap-around video billboard at 1500 Broadway on the north-east corner at West 43rd Street. “One of the two 15-second spots will run three times each hour from 6 a.m. to 2 a.m. until Feb. 15, 2020,” GIA declared.  “The two videos, along with a third ad focused on diamond shopping that ran from November 15 through December 25, 2019 can also be viewed on GIA’s YouTube channel.”

GIA had also run the   ads on the same video billboard during the 2018 - 2019 Holiday Season, which was the first time the concept was introduced.

“The dynamic ad placement fits with GIA’s long-running effort to help consumers learn about the qualities of diamonds, colored gems and pearls, and how they can ensure their confidence in gems and jewellery by insisting on third-party, research-based reports from GIA,” the institute said.

Pic Cap: GIA’s Diamond Origin Report advertisement in New York City’s Times Square.

Pic Courtesy GIA