WGC Fall Ads: Women Glow in Gold
Campaign will encourage women to buy gold for themselves
The World Gold Council is aiming its fall print ad campaign at self-aware women ages 25-54, stressing how gold makes them glow without help from cosmetics, apparel or elaborate hairstyles.
The campaign which kicks off in September issues of fashion, luxury and shelter magazines depicts bare-shouldered women in natural poses wearing gold. Tag lines read: Make-up: none, Hair styling: none, Clothes: none, Jewelry: 18k gold.
The ads are intended to strip away clichés of fashion and lifestyle advertising and to encourage women to buy gold for themselves. The council also hopes the ads will influence women to suggest gold gifts to their significant others.
In phase two of the campaign, which will appear in November and December issues of the magazines, an orange band will appear at the bottom of the ads featuring the name of the gold jewelry designer whose piece is pictured, as well as a retail partner. These co-op partners will have access to other promotion campaign elements, including postcards, countercards, DuraTrans posters and other features.
WGC will provide additional information about its partners on its Web site, www.gold.org. WGC found consumers who seek additional information about the jewelry pictured turn to Web addresses as well as phone numbers.
World Gold Council, New York City; (212) 317-3800, www.gold.org.
by Peggy Jo Donahue