WGC to Begin New Campaign

The World Gold Council (WGC) soon will begin a worldwide media campaign to reposition gold in the minds and hearts of consumers as well as those in the trade. According to WGC corporate director Michael C. Barlerin, the campaign in the United States alone will cost $7 million, focusing on ads in fashion and lifestyle consumer magazines from August through December. "We're dealing with a global campaign, with the U.S. launch as its most important part," Barlerin told a gathering of trade journalists in a New York restaurant. The campaign will be similar in all countries, he added, but it will be "tweaked for the U.S." market. In addition to advertising in the consumer press, some advertising will be done in jewelry trade magazines to preview the campaign to the jewelry industry. The New York ad agency Bartle Bogle Hegarty LLC designed the magazine ads, and Edelman Public Relations

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