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American Gem Society to Run Adverts Targeting Younger Customers

Jan 13, 2016 9:47 AM   By Rapaport News
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RAPAPORT... The American Gem Society (AGS) announced plans to launch a campaign in the U.S. to raise customer awareness about its brand and members and attract younger customers.

“Buy It with Confidence” advertisements will target men and “Love What You See. And What You Can’t” will be aimed at women, according to an AGS statement January 7. Print advertisements will run in lifestyle magazines GQ, Glamour and Vogue in the first half of 2016 in key regional markets to cover Valentine’s Day, Mother’s Day and the bridal season. A print and digital-media advertisement campaign will run in a wedding magazine, The Knot, throughout 2016.

The society will also promote the microblogging hashtag #BuyWithConfidenceAGS, run social-media campaigns and distribute “helpful and interactive” consumer content via bridal publications. Retailers who are AGS members will be able to display advertisement counter cards in-store. A range of public relations initiatives will run concurrently to promote the campaign and AGS Laboratories.

“With the support of our retail members in-store and in their social-media outlets, this fully integrated campaign is designed to make a powerful impact,” said Ruth Batson, chief executive officer of AGS and AGS Laboratories.

“Promoting consumer confidence and the ethics of the reputable jewelers that make up the AGS membership is critical to attracting younger consumers and ensuring the future strength of our industry.”
Tags: advertising, American Gem Society, marketing, Rapaport News, u.s.
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