“Gold Makes it a Marriage” features a high-profile spokesperson and karat gold wedding bands as the ultimate symbol of commitment.
The World Gold Council recently launched a new bridal campaign, “Gold Makes it a Marriage,” with the help of legendary couture bridal designer Amsale Aberra, who serves as spokesperson. The campaign highlights gold wedding rings as a symbol of the deep and lasting commitment two people make to each other on their wedding day.
“We believe “Gold Makes it a Marriage‟ is a ground-breaking campaign that will reinforce gold’s role as the original and authentic metal of love,” said David Lamb, managing director, jewelry, WGC, in a prepared statement. “We need to remind couples that the wedding day may be special with all its intricately planned details, but it is still just one day. Long after the cake has been eaten, the I do’s are said and done and the details begin to fade from your memory, it is the gold marriage rings that will remain with you as the ultimate symbol of love.”
The campaign uses a multi-channel approach to reach consumers through targeted print and online advertisements, as well as social media. The “Gold Makes it a Marriage” message is delivered online via Facebook, where couples can explore a virtual ring gallery, along with a “Make it a Match” application, which analyzes a couple’s individual Facebook profiles, posts, and interests to identify what they have in common.
Almost 78 percent of brides in the U.S. choose gold, according to a survey conducted this year by The Knot Market Intelligence.