Actress Debra Messing has joined the World Gold Council in a celebrity marketing initiative entitled, “Legendary Gold,” in which the star of USA Network’s, The Starter Wife, will collaborate with designer Robert Lee Morris to create a piece of gold jewelry to benefit Youth AIDS.

In addition, consumers will be able to enter a contest for a chance to win the piece of gold jewelry created by Messing and Morris. For her participation in the program, a generous donation is being made in Messing’s honor to her preferred charity, YouthAIDS.

As part of her participation, Messing will collaborate with Morris to create a piece of gold jewelry that will be featured in an advertorial in the February and May 2009 issues of InStyle magazine. Messing’s favorite personal story involving gold jewelry will also be shared with consumers in the magazine advertorial and on a “Legendary Gold” designated micro-site (www.instyle.com/legendarygold) which will be live during award show season, Jan. 13 to Feb. 24, 2009.

Messing’s story will share her personal affinity for gold and inspire consumers to expand their understanding of the powerful role that gold jewelry plays in their lives. To enter the contest, consumers will share their own emotional connection to a significant piece of gold jewelry and thereby be automatically entered for a chance to win the piece developed by Messing and Morris. The winning consumer story will also be featured in an advertorial in the May issue of the magazine.

“World Gold Council’s consumer research has consistently shown that the sentimental value of gold is a key purchase motivator for gold jewelry,” said Mike Pace, VP of marketing for World Gold Council. “As consumers share their own emotionally evocative stories that involve gold jewelry, the lasting value of gold and its enduring relevance in our lives will resonate strongly with all who participate.”

The microsite, sponsored by WGC, will include a designer showcase with gold jewelry styles from other legendary designers like Temple St Clair, Doris Panos, and Dana David. The site will be interactive, allowing consumers to read Messing’s gold jewelry story, along with a selection of other stories shared by contest entrants. Messing’s connection to YouthAIDS will be highlighted on the site.

This is Messing’s second collaboration with WGC. She is the first confirmed celebrity participant in World Gold Council’s Leaves of Change charity initiative. Due to her participation in Leaves of Change, Messing will include a leaf motif in the piece of gold jewelry created by her collaboration with Robert Lee Morris, in order to further raise funds and awareness for YouthAIDS. All Leaves of Change gold jewelry creations will be auctioned off in early May 2009 with proceeds going to the celebrities’ designated charities. A Web site, www.leavesofchange.org, will feature each celebrity’s gold design, as well as their charity partnerships. 

Caption: Robert Lee Morris and Debra Messing

JCK