WGC Debuts Consumer Campaign

The World Gold Council has launched a new gold jewelry advertising campaign in the United States, set to break this month in 17 fashion and lifestyle publications such as Elle, Harper's Bazaar, InStyle, Real Simple, Town & Country, Vanity Fair, Vogue, W, and others. After its initial debut here, the campaign will expand to worldwide markets. The new campaign, themed “Only Gold,” replaces the council's “Speak Gold” campaign and is designed to stimulate consumer demand for gold jewelry by increasing the metal's relevance and desirability. “Only Gold” was created by London-based agency Bartle Bogle Hegarty, and uses headlines based on gold's unique and compelling cultural history. Headlines such as “Only Gold Is Divine,” used on an image of a model lounging on a bed smiling seductively at the camera, and “Only Gold Signifies True Power,” used on an image of a bus
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