PGI-USA Launches New Multimedia Campaign

(IDEX Online News) – In a bid to target the Millennial consumer, Platinum Guild International-USA is launching a major multi-media campaign.

According to the organization, the campaign represents a new direction for PGI-USA, introducing positioning that resonates with the customer’s emotional side while also depicting the practical qualities of platinum.

“This positioning is a significant departure for PGI as it marries the aspirational motivation of the consumer with a functional quality of platinum. By tapping into what Millennials hope for in their marriage, it justifies platinum’s cost in a way that is both persuasive and relevant,” said Huw Daniel, president of PGI-USA.

The positioning line, which reads, “Some things never fade. A love that’s true. A ring that’s platinum,” utilizes a new perspective that speaks to the aspirations of couples planning to get married and will be the main focal point of all marketing communications. According to PGI-USA, the line portrays platinum’s eternal and enduring qualities in a way that is meaningful to the consumer and provides a direct reasoning for choosing platinum.

Each of the ads and advertorials in the campaign will showcase designs in a wide range of price points from a broad selection of platinum manufacturers and designers. The campaign will also introduce consumers to the fact that platinum does not change color or fade.

The adverts are set to appear in key bridal and fashion print outlets such as The Knot, Martha Stewart Weddings, InStyle and Cosmopolitan. PGI-USA will also be involved in several innovative online initiatives, including consumer-generated platinum engagement tips on Glamour.com, Facebook contests and polls on Brides.com and One Wed. There will also be a dedicated platinum section on the Martha Stewart Weddings web site. Additionally, a budget calculator will be featured on GQ.com to target grooms-to-be.

PGI-USA’s new campaign will be available for in-store usage by PGI Preferred Retail Partners from January 2012.

A selection of adverts is available on platinumguild.com.