Bricks and Clicks to Promote Gold Jewelry in USA
February 19, 04
Bricks and clicks will come together in May as the World Gold Council and Internet retailer Jewelry.com join forces in a $1 million campaign to promote gold jewelry to U.S. consumers under the banner May is Gold Month.
Jewelry.com is a leading Internet jewelry retailer offering some of today’s best gold jewelry styles sold exclusively at JC Penney, Macy’s, Sears and Zales.
“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,” said 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 of New York, Paris and Milan to the red carpets in Hollywood,” Barlerin added.
The innovative program unites the four retailers that sell a substantial part of America’s gold jewelry - JC Penney, Macy’s, Sears and Zales.
Throughout the month of May, the retailers will be offering good deals on gold jewelry. A national media blitz will be supplemented with in-store and in-mall messaging as well as direct mail and online marketing.
Jewelry.com will support the promotion with ads in leading consumer magazines, local newspapers and on radio.