Press Release

GIA Brings Diamond Origin Reports to Times Square


Video billboard ads run through Valentine’s Day

CARLSBAD, Calif. – Jan. 14, 2020 – GIA brings the message of its consumer protection mission and its new innovative Diamond Origin Reports to crowds in New York City’s Times Square during the holiday season, including the famous New Year’s celebrations and Valentine’s Day.
 
“Over the coming months, there will be millions of engagement moments shared around the world. At the center of most will be the story of a diamond,” said Mark Buntz, GIA’s senior vice president and chief marketing officer. “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 center of New York City to introduce consumers to GIA’s mission, services and reports.”
 
Two ads about GIA’s innovative Diamond Origin Report and the 4Cs of Diamond Quality – Color, Clarity, Cut and Carat Weight – 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. The two videos, along with a third ad focused on diamond shopping that ran from Nov. 15 through Dec. 25, 2019 are also on GIA’s YouTube channel.
 
GIA first ran ads on the same video billboard during the 2018 - 2019 holiday season.
 
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 jewelry by insisting on third-party, research-based reports from GIA.
 
Launched in 2019, the GIA Diamond Origin Report uses scientific evaluation to match a polished diamond to its original rough, providing confirmation of the origin information provided by the diamond mining company. This report includes information that helps consumers understand the positive social and economic impact that mined diamonds have for the countries and communities that produce them.

About GIA

An independent nonprofit organization, GIA (Gemological Institute of America), established in 1931, is recognized as the world’s foremost authority in gemology. GIA invented the famous 4Cs of Color, Clarity, Cut and Carat Weight in the early 1950s and in 1953, created the International Diamond Grading System™ which, today, is recognized by virtually every professional jeweler in the world.     
      
Through research, education, gemological laboratory services, and instrument development, the Institute is dedicated to ensuring the public trust in gems and jewelry by upholding the highest standards of integrity, academics, science, and professionalism.