Professional Jeweler Archive: WGC Plans Fall Ad Campaign

August 2000

Precious Metals & Bench/News

WGC Plans Fall Ad Campaign

Co-op opportunities available for retailers

This fall, the World Gold Council will launch its first new consumer and trade advertising campaign in three years. The gold advocacy group, which has been quiet for several years, made the announcement at the JCK Show in Las Vegas, NV.

Manufacturing cosponsors will be able to list retailers in nine regional trading zones. The four-page insert will appear in nine lifestyle and consumer fashion magazines, including Architectural Digest, Vanity Fair, Departures and Vogue. The insert will feature 30-something ballet star Darcey Bussell, reflecting WGC’s effort to target younger and older gold jewelry wearers, says Rick Bannerot, WGC’s new ad and marketing manager. Bannerot spent 12 years at Rolex helping the luxury watch brand develop its ad campaign.

Bussell was chosen for her achievements as well as her grace and beauty, setting her apart from the starlet and model endorsements so prevalent in consumer advertising today. She will be the first in a series called the “Gold-Fashioned Girls,” focusing on modern women of style.

The new campaign will say these women are “the artists and thinkers, the personalities and achievers, the great beauties and fascinating women of our time” for whom gold represents “the exquisite brilliance and design creativity that captures their spirit and style.”

Fashion and portrait photographer John Swannell captured the ballerina in traditional ballet poses. The insert will be printed in a five-color process, using metallic ink to capture gold’s shine and feel. Local retailers can tie into the campaign with countertop cards, direct-mail postcards and ad listings.

  • World Gold Council, New York City; (212) 317-3800.

Copyright © 2001 by Bond Communications