PGI unveils new ad campaign

By JCK Online Staff -- JCK Online, 1/27/2006 8:55:00 AM

Top magazines have begun to unveil new ads from PGI’s multi-million dollar global marketing campaign with the tagline, "Your Love Has Just Gone Platinum."

The campaign is the result of extensive research on modern views of love, and created to resonate emotionally with today’s consumers who are in the window of opportunity for bridal jewelry, PGI-USA said in astatement. The new ads can be seen in the most recent issues of Martha Stewart Weddings, Modern Bride, and InStyle Weddings.

Among the select platinum brands to be featured in the new campaign in the first half of the year include: Martin Flyer, Diana Classic, Jeff Cooper, Hearts on Fire, Novell Design Studio, Peter Storm, Furrer-Jacot, and Christian Bauer.

"Our aim in 2006 is to connect with consumers on an extremely emotional level that leverages their already firm belief that Platinum is the best, and insure that they see platinum rings as the personification of that individual and special relationship," says Huw Daniel, president of PGI-USA.

Qualitative research conducted by the Wright Group (2004) revealed that modern consumers have a much more rounded view of love and their relationships, different from the fantasies of decades ago. According to the research, PGI says, their love is best represented in the ideal of closeness, compatibility and honesty shared by research participants. Couples surveyed revealed the following perceptions:

Qualitatively, the research also showed that couples often live together before choosing to marry and their decision to marry is the result of various intimate moments throughout the relationship where they feel that this is the person who they want to commit to for the rest of their lives, PGI says. The decision to marry is one based on the desire to take their relationship to the next level.

Photographer Peggy Sirota was hired to generate imagery that best depicted key moments associated with intimate love. The ads include new copy lines with key phrases that speak to those intimate moments and answers those moments with the new tag line, "Your Love Has Just Gone Platinum." Ads will also include images of platinum bridal jewelry featuring the engagement ring and his and her wedding bands, as well as the familiar Platinum global brand mark.

In addition the magazine already mentioned, the new ads will be featured in 2006 in the following top national bridal and fashion publications: Allure Bride, Allure, Elegant Bride, Vogue, US Weekly, Marie Claire and Glamour. And will also be used in online advertising on theknot.com and weddingchannel.com.