Platinum Guild International has launched a major multimedia campaign targeting millennial buyers.
Based around the positioning line “Some things never fade. A love that’s true. A ring that’s platinum,” the campaign speaks to the aspirations of couples planning to get married. (The tagline, which will be the focus of all marketing and communications, was developed after conducting nine consumer focus groups nationwide.) Ads will run in four consumer magazines—The Knot, Martha Stewart Weddings, InStyle, and Cosmopolitan; a number of online platforms, including engagement tips on Glamour.com, will also help drive awareness.
“This positioning is a significant departure for PGI as it marries the aspirational motivation of the consumer with a functional quality of platinum,” said Huw Daniel, president of PGI-USA, in a statement. “By tapping into what Millennials hope for in their marriage, it justifies platinum’s cost in a way that is both persuasive and relevant.”
The campaign will also educate consumers about platinum’s inherent qualities, such as the fact that it will not change color or fade.
Beginning in January 2012, PGI-USA’s Preferred Retail Partners can take advantage of in-store signage, messaging points for radio and television, incentives for training, and more. Trade advertising for the campaign, meanwhile, highlights new platinum jewelry.