A new multimedia marketing campaign from Platinum Guild International, launched in October, targets Millennial consumers by educating them on the practical qualities of platinum.
Through nine focus groups held nationwide, in cities including Boston, Dallas, and Los Angeles, PGI developed messaging to resonate with couples planning to get married and to highlight platinum's selling points. For example: "Some things never fade. A love that's true. A ring that's platinum."
"By tapping into what Millennials hope for in their marriage, it justifies platinum's cost in a way that is both persuasive and relevant," said Huw Daniel, president of PGI-USA, adding that the campaign will promote platinum's inherent qualities (e.g., fact that it will not change color or fade).
Ten advertorials will run in four consumer magazines, including Brides, Martha Stewart Weddings, InStyle, and Cosmopolitan. Ads will showcase four to seven designs across a wide range of price points ($1,275–$22,000) and from a vast number of platinum manufacturers, including Mémoire and Novell. Meanwhile, online initiatives will include engagement tips on Glamour.com, Facebook contests on DavidsBridal.com, polls on Brides.com and OneWed.com, a platinum jewelry section on MarthaStewartWeddings.com, and a ring-budget calculator for grooms-to-be on GQ.com.
Earrings in platinum with 1.60 cts. t.w. colorless diamonds; £17,100; Fei Liu, Birmingham, England; 44-121-233-1299; feiliu.co.uk
Beginning in January 2012, PGI-USA's Preferred Retail Partners—1,200 to date—can take advantage of in-store signage (placing orders at PlatinumSignage.com), messaging points for radio and television, incentives for training, and more. Trade advertising will showcase new platinum jewelry, and retail partners that complete all three online training modules and sign up to receive PGI's electronic newsletter will be eligible to win one of three $250 American Express gift cards.
Once Upon a Time in China
Inspired by Beijing's rich trove of historical architecture, British Chinese designer Fei Liu decided to capture the silhouette of the city's signature windows in a new platinum jewelry line. "PGI China and Fei Liu have a close relationship and looked to create a platinum collection that would appeal to traditional Chinese women, as well as those in the West," a company spokesperson tells JCK. The collection—launched in China, then made available in the United Kingdom, and now worldwide—contains 19 SKUs. Suggested retail prices start at £780 ($1,240 at current exchange rates) for a simple pendant. The drop earrings shown comprise 1.60 cts. t.w. colorless diamonds.