WGC, Jewelry.com, and four retailers launch 'Gold Month' campaign for May

By JCK Online Staff -- JCK Online, 2/19/2004 1:50:00 PM

The World Gold Council and Jewelry.com, with key support from Aurafin-OroAmerica and Andin International, are partnering to bring a unique gold jewelry marketing program to consumers across America under the banner "May is Gold Month," WGC said in a statement. The "bricks meets clicks" campaign will also include JC Penney, Macy’s, Sears, and Zales.

Jewelry.com is the online jewelry portal to a variety of today’s best gold jewelry styles in all price ranges, sold exclusively at JC Penney, Macy’s, Sears, and Zales. These participating retailers will be featuring, in-store, special values on gold jewelry and their own themed gold jewelry collections throughout the month of May.

“By coming together under the Jewelry.com banner, these retailers are taking advantage of the rising tide for contemporary gold jewelry promotion while making it their own event with unique gold product,” said Ofer Azrilant, CEO of Jewelry.com.

A national media blitz, united by the WGC’s “Speak Gold” campaign theme, will reinforce the message that May is the time for consumers to adorn themselves or their loved ones with fine gold jewelry. The media campaign will be supplemented with in-store and in-mall messaging, as well as direct mail and online marketing.

“Gold Month is very timely because it captures the ongoing fashion appeal we are seeing from the runways of NY, Paris and Milan to the red carpets in Hollywood,” said WGC Michael Barlerin, WGC’s managing director, Americas.

To support the promotion on Jewelry.com, print ads will be placed in leading consumer magazines, like InStyle and Lucky. Local newspapers and radio commercials are being developed, additional gold jewelry pages will be added to the participating store’s catalogs and in-store events are planned across the country. In addition, a "Gold Month" Sweepstakes will offer 10 "instant win" prizes every day, and a Grand Prize of a $5,000 gold jewelry wardrobe will be awarded at the end of the month. More than $1 million has been dedicated to advertising and marketing support by all the partners to promote the campaign.