May 21, 2004
PGI-USA Reaches Consumers With Web-Based Sweepstakes
Platinum Guild International-USA, the U.S. marketing arm of the platinum jewelry industry, recently completed a Web-based ad campaign for a dream vacation.PGI-USA teamed with Style.com to launch a sweepstakes offering one winner a trip for two to Sardinia. To enter the contest, consumers were invited to visit PGI's Web site, www.preciousplatinum.com, and were led to key sections of the site that introduced them to the new platinum positioning statements, "Pure, Rare, Eternal."
"The contest was a great way to expose consumers to www.preciousplatinum.com, but once they visited the Web site it gave us the opportunity to educate them about platinums unique qualities," says Huw Daniel, president of PGI-USA. "As a direct outcome of this initiative, more than 9,000 consumers visited www.preciousplatinum.com, were exposed to our platinum message and imagery, learned about platinum and its features and benefits while getting the chance to win a great trip."
PGI partnered with Style.com to increase consumer awareness of its new positioning, which incorporates the emotional and rational benefits of Pure, Rare, Eternal. In addition to Style.com, the sweepstakes was also available through its partners W.com, Vogue.com, Lucky.com, Glamour.com, Elle.com, Maximonline.com and theknot.com. The sweepstakes was also promoted through listings in print publications Brides, Modern Bride, Vogue, Elle, Town & Country, Harper's Bazaar, In Style, Marie Claire and Martha Stewart Living.
PGI-USA selected Sardinia as the grand prize destination because it says the island's characteristics pure white sand, rare isolated location, an eternity of memories complemented PGI's pure, rare and eternal positioning of platinum. The winner of the sweepstakes is Stephanie Teague of Akron, OH.