February 17, 2004
WGC & Jewelry.com Launch May Gold Month
The World Gold Council and Jewelry.com, with support from Aurafin-OroAmerica and Andin International, are partnering to bring a unique gold jewelry marketing program to consumers under the banner "May is Gold Month." Jewelry.com is the online jewelry portal to a variety of gold jewelry in all price ranges, sold exclusively at J.C. Penney, Macy's, Sears and Zales. These participating retailers will feature their own themed gold jewelry collections in-store that evoke the "Speak Gold" campaign being promoted by the World Gold Council.
A national media blitz will reinforce the message that May is the time for consumers to adorn themselves or the ones they love with fine gold jewelry. The media campaign will be supplemented with in-store and in-mall messaging, as well as direct mail and online marketing.
To support the promotion on Jewelry.com, print ads will be placed in such consumer publications as In Style, Lucky and local newspapers. Radio commercials are being developed, additional gold jewelry pages will be added to the participating store's catalogs and in-store events are planned across the U.S. In addition, a Gold Month Sweepstakes will offer 10 "instant win" prizes every day, and a Grand Prize of a $5,000 gold jewelry wardrobe will be awarded at the end of the month. More than $1 million has been dedicated to advertising and marketing support by all the partners.
"Given the current retail competition for a larger slice of discretionary income, we are pleased to help such a diverse group of jewelry retailers come together to promote gold jewelry's inherent value and evocative appeal," says Michael Barlerin, WGC's managing director, Americas. "Gold Month is very timely because it captures the ongoing fashion appeal we are seeing from the runways to the red carpets in Hollywood."
For more information on Gold Month, contact Rick Bannerot, WGC vice president, advertising at (212) 317-3824, Rick.Bannerot@gold.org or Kris Chronister, Jewelry.com vice president of marketing at (212) 886-6060, firstname.lastname@example.org.