Platinum Guild International has created a multi-media campaign this year with the goal to ensure platinum’s presence on a local and national level. Recent efforts have included expanding media and advertising partnerships, hosting networking events, and teaming up with a variety of industry experts.
The idea of the creative campaign (which will run across broadcast, print, and online mediums) is to place an emphasis on marketing and public relations as an effective vehicle to educate the consumer and trade on the importance and desirability of platinum, PGI-USA said in a statement. The elements of the ad campaign include:
Broadcast: “The Platinum Love Story”
PGI teamed up with CBS 6’s “Virginia This Morning” in Richmond, VA, to sponsor a local contest for the best “Platinum Love Story.” Four finalists’ stories were read on-air and viewers voted online for their favorite. The winning couple received a pair of platinum wedding bands valued at $6,000 by Per Amore from Schwarzschild Jewelers in Richmond, Va. Jewelry and style expert Michael O’Connor presented the rings to the winning couple and underscored to viewers that “the high quality of platinum is available at a variety of price points that fit most budgets.” O’Connor continued by recommending, “when it comes to engagement rings and wedding bands you should always invest in a high quality metal since that’s what holds the diamond securely forever and something that will be worn every day.”
Print: Elle Magazine and Celebrity Wedding Planner, Robert Smith
PGI partnered with fashion magazine Elle and celebrity wedding planner Robert Smith to bring brides expert style advice on their engagement ring and wedding bands. Smith advises, “only a platinum wedding band has luxurious weight and robustness that lasts forever. It will always remind them of that significant moment when they exchanged wedding bands and became husband and wife.” Smith’s platinum planning tips can be seen on October and December pages of Elle. Smith will also star in a “Webisode” on the newly created microsite, Platinum.Elle.com, which will run until February 29th 2009. In the webisode, he reviews different platinum ring styles, and recommends clients purchase their bands at least six months before the wedding. On the site, consumers can also enter a contest to win a private consultation with Robert Smith by explaining in 30 words or less why their event deserves the “platinum treatment.”
Online: Promise of Love Everlasting on Brides.com
PGI and Brides.com teamed up to reach pre-engaged and engaged men and women to create the “Promise of Love Everlasting” microsite to help couples with the purchase of their wedding bands. The site features several valuable resources, including:
* A budget calculator where consumers enter their annual salary to view a variety of rings within their budget;
* A six month timeline for purchasing the ring;
* A blog offering information and updates on platinum and postings about sweepstakes;
* The “Choose Your Wedding Band” section, a style guide for platinum wedding bands featuring a wide assortment of designs and styles.
The microsite, which launched in June 2008 will remain available to consumers through the end of the year – the site is already averaging more than 2,000 clicks per month!
Social Networking: Champagne Breakfasts for Platinum Manufacturers and Retailers
The Champagne Breakfast series provides a social networking opportunity within the industry by bringing together leaders from all levels of the platinum jewelry supply chain. PGI hosts this series of events to make people aware of how PGI can service you and support your platinum business. To date, PGI has hosted five champagne breakfasts in New York, Los Angeles, and Chicago, gathering more than 100 key manufacturers and retailers. The next and last breakfast this year will be held Nov. 7, at 9 a.m. at Brasserie 8 ½ in New York. At the breakfast, PGI will present a video on recent bridal research followed by a table discussion addressing the challenges and opportunities of manufacturing and selling platinum bridal jewelry.
For more information about PGI’s Champagne Breakfast series or to secure a reservation for the upcoming event, please contact Kevin Reilly at 212.404.1608 or email@example.com.
Design Inspiration: Industry Contests and Awards
PGI has been a major contributor and supporter of the 2008 industry design competitions and awards. Just this year, PGI has sponsored and participated in the WJA Diva Awards, Platinum Couture Style Challenge, JCK Style Awards and the AGTA Spectrum Awards—all of which generated notably, creative platinum products from the industry.
Next up is the 18th Annual MJSA Vision Awards where PGI will once again sponsor the Platinum Distinction Award for the Manufacturing Jewelers and Suppliers of America Vision Awards, and are currently seeking submissions. Entries must include a minimum of 75% of the design metal(s) in either 90% or 95% Platinum. The deadline is Jan. 15, 2009.Follow JCK on Instagram: @jckmagazine
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