Thursday, 19th February 2004 (4612 views)

With more than $1 million dedicated to advertising and marketing, the World Gold Council and Jewellery.com are launching a new marketing program 'May is Gold Month'.

The unique campaign will see participating gold jewellery retailers promote their own collections which reflect the marketing theme.

Using direct mail, online marketing, in-store and in-mall messaging, the World Gold Council's 'Speak Gold' will be convincing people in the US that May is the month for buying gold jewellery gifts to show how much they care for loved ones or as a treat to themselves.

Michael Barlerin, WGC's managing director, Americas told Professional Jeweller: 'Given the current retail competition for a larger slice of discretionary income, we are pleased to help such a diverse group of jewellery retailers come together to promote gold jewellery's inherent value and evocative appeal.'

Other mediums used to market gold jewellery include print ads published in consumer magazines and local papers, radio advertisements, extra pages added to the Jewellery.com website and in-store events across the US.

Well-timed, the event which will coincide with the 'ongoing fashion appeal' of gold jewellery seen 'from the runways to the red carpets in Hollywood' will also see gold-related competitions held. Gold Month Sweepstakes will give consumers the chance of winning one of 10 'instant win' prizes each day, as well as a grand prize $5,000 gold jewellery wardrobe.

 

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