This fall, the World Gold Council will launch its first new consumer and trade advertising campaign in three years. Manufacturing cosponsors can list retailers in nine regional trading zones. The gold advocacy group, which has been quiet for several years, made the announcement at the JCK Show in Las Vegas.
The four-page insert will appear in nine lifestyle and consumer fashion magazines, including Architectural Digest,Vanity Fair, DeparturesandVogue.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 develop its ad campaign.
Bussell was chosen for her achievements as well as her grace and beauty, setting her apart her from the starlet and model endorsements so prevalent in consumer advertising. She will be the first in a series called the "Gold-Fashioned Girls," focusing on modern women of style.
The campaign says 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. For more information on the campaign, contact WGC, New York City; (212) 317-3800.
- by Peggy Jo Donahue