Professional Jeweler Archive: WGC Unveils Fall Ad Campaign

November 2003

Precious Metals/News


WGC Unveils Fall Ad Campaign

Group spends over $4 million for U.S. campaign


The World Gold Council’s Fall 2003 consumer ads will stress its new “Speak Gold” global message with emotion-driven photos of women enjoying gold jewelry in lifestyle settings such as in a cab, while getting dressed or with loved ones.

Copy includes the new “Speak Gold” logo at the bottom, along with a single word at the top that coordinates with the photo, such as: dressed, treat, glow, love, cherish or desire. Each word has one letter made out of a piece of gold jewelry. A line of copy coordinates with the lifestyle photo and word.

The council has three major retail partners for the ad campaign: Finlay Enterprises, which runs leased jewelry services for department stores such as Lord & Taylor, Marshall Field’s and Bloomingdale’s; Sterling Jewelers, which runs Kay stores and Jared’s superstores; and Zale Corp., which is primarily coordinating the ads with its Bailey, Banks & Biddle division.

The campaign is mostly in print and began appearing in October issues of magazines such as Glamour, Vogue, Self, In Style, Harper’s Bazaar, Lucky, Bon Appetit, House Beautiful, Elle, Jewelry Connoisseur and Marie Claire. All these magazines feature readers who match WGC’s profiles of the most avid female consumers of gold jewelry, who they have dubbed Passionate Indulgents and Chic Stylists (Professional Jeweler, September 2003, p. 73). The council also is discussing how to launch advertising on TV, radio and outdoor media, which was very successful in the council’s 2002 consumer campaign.

WGC’s public relations campaign to coordinate with the ad campaign included the Sept. 12 sponsorship of designer Mark Montano’s fashion show during New York Fashion Week (see box on previous page). The group also is working to reach teens and younger women through celebrity role models. The council promotes white and yellow gold, though the celebrity placements are expected to use yellow gold so viewers understand the jewelry is gold.

The campaign includes a Web site, www.speakgold.com. By clicking on the jewelry featured on the site, consumers can find the closest retailer, by state, that carries those pieces. The site also links to WGC’s online consumer magazine, www.goldinspirations.com and its home Web site, www.gold.org.

Retailers looking for sales training information can go to www.goldprofit guide.com to learn strategies to increase gold sales. The site uses the latest interactive technology and is updated each business day. It also includes a portfolio of new gold jewelry fashions, daily gold prices, key research and online polls. The site was built and is hosted by VNU Business Publications, publisher of National Jeweler magazine.

– by Peggy Jo Donahue

This is one of the lifestyle ads in the WGC fall campaign. It features the word “Cherish” and celebrating gifts of gold from mother to daughter.

Fashion-Forward

WGC sponsors Mark Montano’s spring 2004 show

Real gold jewelry shone on the runways at Bryant Park this fall during New York Fashion Week. Designer Mark Montano was inspired by what he says is gold’s warmth and history. For his “Modern Day Saints” spring 2004 collection, Montano featured a variety of designer jewelry sponsored by the World Gold Council. “As I began designing the spring line,” says Montano, “I knew I wanted to use gold jewelry. It has been around since classical times and has an ancient association to powerful and saintly women. By using today’s fashion-forward yet affordable gold jewelry, I can express the emotional connections that gold inspires in today’s women and enhance this sexy, bold and empowered fashion collection.”

Mark Montano’s silk brocade corset with silk charmeuse & silk brocade skirt is complemented by 24k gold jewelry by Gurhan, available at Fragments; (646) 230-1122. Photo by Visko Hatfield ©2003.

Copyright © 2003 by Bond Communications