World Gold Council Spreading Gold Promotion Campaign

The World Gold Council (WGC) says it is spreading its Speak Gold campaign, to increase sales of fine gold jewelry, to Italy, China and the Middle East.

Originally launched toward the end of last year with a $4 million budget, the campaign hit the United States and India this spring. The new campaign builds on the concept of last year’s gold-themed “Glow with Gold” program.

The campaign follows WGC consumer research where female purchase behaviors and motivations for buying gold jewelry were explored.

These included more than 7,500 hours of in-home, face-to-face interviews with women, in key global markets, which provided a wealth of information about a variety of identifiable groups of women that love, buy and give gifts of fine gold jewelry.

The research also identified many universal brand values that are distinct to gold, as well as the best consumer targets for gold jewelry advertising in each of the Council’s operative markets.

Speak Gold adverts have appeared in major international fashion magazines such as Elle, Vogue and Harpers Bazaar, and the jewelry featured is on sale at leading jewelry retailers, including Jared, the Galleria of Fine Jewelry, Bailey Banks & Biddle and department stores such as Bloomingdale’s and Marshall Fields.