Emotionally Charged Testimonials Drives Platinum Campaign

Although the state of the economy means consumers are tightening their spending, according to Platinum Guild International USA (PGI USA), the worldwide marketing arm for platinum jewelry, consumers are willing to spend on items that they connect with emotionally. As a result, PGI USA is supplementing its national marketing drive with emotionally charged consumer testimonials this fall.

PGI USA said the decision to feature consumer testimonials was a response to consumer research that confirmed that women look to other women for advice and guidance – their friends, family and peers are their top influencers.

“Nobody is a more powerful spokesperson for the platinum brand than a current owner. Each story reflects a unique aspect of why American consumers believe platinum is quite simply, the best metal for her engagement ring and wedding band, and his wedding band,” said Huw Daniel, President of PGI USA.

This new creative will run in tandem with PGI USA’s multimillion dollar advertising campaign that positions platinum as the ultimate symbol of love. The new ads have been developed in two different executions – one for fashion publications that address the engagement ring specifically and the other for the bridal publications that highlight the wedding band.

The ads also feature three-ring bridal shots from PGI USA’s preferred Platinum partners. The ads will run on the pages of Elle, Cosmopolitan, Modern Bride, Martha Stewart Weddings throughout 2008 and 2009.