Platinum: PGI’s Millennial Marketing Campaign & More



Millennial ApproachesA new multimedia marketing campaign from Platinum Guild International, launched in October, targets Millennial consumers by educating them on the practical qualities of platinum.Through nine focus groups held nationwide, in cities including Boston, Dallas, and Los Angeles, PGI developed messaging to resonate with couples planning to get married and to highlight platinum's selling points. For example: "Some things never fade. A love that's true. A ring that's platinum.""By tapping into what Millennials hope for in their marriage, it justifies platinum's cost in a way that is both persuasive and relevant," said Huw Daniel, ­president of PGI-USA, adding that the campaign will promote platinum's inherent qualities (e.g., fact that it will not change color or fade).Ten advertorials will run in four consumer magazines, including Brides, Martha Stewart Weddings, InStyle, a
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