April 7, 2005
Musicians Add Star Power to WGC Campaign
The World Gold Council enlisted two music stars to power its "Gold Expressions" message. Grammy Award-winner Alicia Keys will be featured in a four-page Gold Expressions consumer advertising campaign, while singer-songwriter Jewel will perform for US retailers at the June 2 launch event of "Gold Expressions: the Language of Italian Design."
The four-page advertising insert featuring Keys will show her wearing Roberto Coin's newest gold jewelry styles and will run in June issues of Vogue, Vanity Fair, W and Architectural Digest.
American Music Award-winner Jewel will perform an exclusive concert at the launch event wearing co-sponsor Coin's gold jewelry.
Gold Expressions, now in its second year, is a collection of gold jewelry designed and produced annually by Italian goldsmiths as part of a collaborative effort with the Vicenza Fair. The collection features more than 430 gold jewelry pieces produced by leading Italian manufacturers, aimed at reviving the desirability of gold jewelry worldwide. The 2005 collection's debut on June 2 will also serve as the official kick-off party for VNU Expositions Jewelry Group's Signature Salons.
"We are delighted to be working with celebrities of such incredible stature, thanks to our partnership with the Condé Nast Media Group," says John Calnon, WGC managing director, U.S. "The timing could not be better. Gold's return to the forefront of the fashion world has catapulted gold designers like Roberto Coin to heightened popularity, not only among fashion trendsetters, but among celebrities, as well."
"The Gold Expressions U.S. launch will appropriately highlight Italian excellence in gold jewelry design, craftsmanship and technological innovation, helping to re-establish Italian manufacturing prominence in the American jewelry market," says Antonio Tonellotto, acting president of the Vicenza Fair.
AngloGold Ashanti, the second-largest-producing gold mining company in the world, is stepping up its presence in the American jewelry industry by sponsoring the informal modeling and product displays for the June 2 event. "AGA is a strong proponent of introducing innovative jewelry product with modern designs and marketing this to current and future gold jewelry buyers," says Kelvin Williams, AGA executive director of marketing. "We are honored to be celebrating the finest quality of Italian gold jewelry manufacturing at the very high end of the U.S. market with leading retailers in attendance."