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New Platinum Campaign Targets Millennial Consumers

PGI-USA Launches Major Advertising Effort
Sep 27, 2011 12:09 PM   By Jeff Miller
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RAPAPORT... The Platinum Guild International-USA (PGI-USA) will launch a multimedia campaign this October specifically meant to attract the  millennial consumer.  This campaign represents a new direction for PGI-USA, introducing positioning that resonates with emotion while depicting the practical qualities of platinum that differentiate it from other metals, according to the guild.

PGI-USA conducted  focus groups in Boston, Dallas and Los Angeles to create its new message for millennials, or those born between 1982 and 2003.  The positioning line,   ''Some things never fade. A love that’s true. A ring that’s platinum,'' was confirmed to have touched upon the aspirations of couples planning to get married and thus will be the main focal point of all marketing communications. Furthermore, feedback revealed that consumers were largely unaware platinum does not change color or fade, thus the campaign will set out to rally those points. 

The positioning statement also portrays platinum’s eternal and enduring qualities in a way that is meaningful to the consumer and provides a direct reasoning for choosing 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, the president of PGI-USA.

Campaign advertisements and advertorials will showcase designs in a wide range of price points and from a broad selection of platinum manufacturers and designers.  Ads  and advertorials will appear in key bridal and fashion print outlets, such as TheKnot, Martha Stewart Weddings, InStyle and Cosmopolitan. PGI-USA will also be involved in several  online initiatives, including consumer-generated platinum engagement tips on Glamour.com, Facebook contests and polls on Brides.com and OneWed, and a dedicated platinum section on the Martha Stewart Weddings website. 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 beginning in January 2012.

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Tags: Consumers, Jeff Miller, Jewelry, marketing, millennial, platinum, Research, Shopping
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