Platinum Guild International USA is supplementing its national marketing drive with emotionally charged consumer testimonials this fall.
Capitalizing on platinum’s position as the first choice for bridal, PGI USA tapped into consumers’ passion for platinum, in their very own words. In August 2008, PGI unveiled a marketing push that takes a more personalized slant by featuring three consumer testimonials, from women across the country who share their personal account of their engagement ring and wedding band selection process with their significant other.
Dana, one of the featured women recounts: “Josh picked out the ring. He didn’t need a lot of hints. He just knows me so well. We’re both very much about quality. He chose the best because he knew it would stay that way—over time, through whatever. No other setting goes the distance like platinum. I’ll be wearing this ring for the rest of my life. It’s worth spending more for something that isn’t just beautiful now. But for always.”
PGI-USA said the decision to feature consumer testimonials was a response to consumer research that confirmed that women look to other women for advice and guidance–their friends, family, and peers are their top influencers.
“Nobody is a more powerful spokesperson for the platinum brand than a current owner,” said Huw Daniel, President of PGI USA. “Each story reflects a unique aspect of why American consumers believe Platinum is quite simply, the best metal for her engagement ring and wedding band, and his wedding band.”
The new ads will run in tandem with PGI USA’s multimillion dollar advertising campaign that positions platinum as the ultimate symbol of love. Launched in 2006, the campaign based on the insight that the ultimate relationship deserves the ultimate metal, taps into platinum’s pre-eminent status in our culture with the acclaimed theme “Your Love Has Just Gone Platinum.”
The new ads have been developed in two different executions: fashion publications that address the engagement ring specifically and for the bridal publications that highlight the wedding band. The ads also feature three-ring bridal shots from PGI USA’s preferred platinum partners. The women were photographed by Paul Vozdic in New York City in April 2008 and the layouts were conceived by TSG, PGI USA’s creative agency of record. The ads will run on the pages of Elle, Cosmopolitan, Modern Bride, and Martha Stewart Weddings through 2009.