GemNotes

SOUTH SEAS PEARL ADS TO BEGIN THIS YEAR A new campaign promoting white South Seas pearls begins in earnest this year with lavish color advertisements in upscale magazines such as Departures, the magazine for American Express Platinum Card members; Avenue, a magazine for upscale New Yorkers that is moving into the national market; and such fashion publications as W and Vogue. Ads also will appear in several in-flight publications and in books published by Four Seasons Hotels. The campaign, developed by Ziccardi & Partners of New York City, is designed to create a lasting upscale image for South Seas pearls and set them apart from other types. The campaign features three ads, each with the tag line "South Sea Pearl - Gem of a Lifetime" and phrases such as "There are mountains and there are the Himalayas" and "There are chapels and there is the Sistine Chapel." Evins Communication
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