May Is Gold Month


March 4, 2005

May Is Gold Month

National retailers Finlay Fine Jewelry, J.C. Penney, Macy's West, Sterling Jewelers Inc. and Zales unite with the World Gold Council, Aurafin-OroAmerica and Jewelry.com to present "May is Gold Month" for the second consecutive year.

WGC says May is filled with gift-giving opportunities that are particularly appropriate to gold – Mother's Day, graduations, summer romances and bridal season. Spring also represents a great occasion for women to buy gold for themselves – to update the summer wardrobe or treat one's self for surviving the winter doldrums.

The participating retailers in the "May is Gold Month" campaign will feature exclusive gold jewelry collections that are evocative of gold's ability to speak a language of its own – to express warm and enduring emotional connections for mothers, graduates, brides or to convey a woman's individual sense of style.

"Given the participating partners' success with the program in 2004, we are pleased to continue the promotion in spring 2005 and to enlist new retail partners to stimulate occasion-driven demand for gold jewelry," says John Calnon, WGC's managing director, USA. "The promotion will coincide with the current fashion trend toward yellow gold that is emerging from the runways of New York, Paris and Milan, as well as the celebrity red carpet in Hollywood."

A national media blitz, united by WGC's "Speak Gold" theme, will run in leading consumer magazines like In Style, Lucky and Marie Claire to reinforce the message that May is the perfect time for consumers to adorn themselves or the ones they love with the expressive glow of fine gold jewelry. The media campaign will be supplemented with in-store and in-mall messaging, as well as direct mail and online marketing.

In addition, a "May is Gold Month" sweepstakes will offer consumers the chance to win daily "instant win" prizes, and a grand prize of a $5,000 gold jewelry wardrobe to be awarded at the end of the month. Over $1 million has been dedicated to advertising and marketing support by all the partners to promote "May is Gold Month."



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