Platinum Guild International-USA (PGI-USA) is launching a major multimedia campaign this October, which it says will focus on the customer's emotional side while also highlighting the practical qualities of platinum in jewellery.

After talking to focus groups throughout the US, the tag line of the campaign is aimed squarely at so-called Millenial couples planning to get married: "Some things never fade. A love that's true. A ring that's platinum."

"This positioning is a significant departure for PGI as it marries the aspirational motivation of the consumer with a functional quality of platinum," said Huw Daniel, president of PGI-USA.

"By tapping into what Millennials hope for in their marriage, it justifies platinum's cost in a way that is both persuasive and relevant."

The campaign's ads and advertorials will showcase designs of varying prices from a broad selection of platinum manufacturers and designers.

A key theme of the project is to demonstrate how platinum does not change colour or fade.

Ads will appear in bridal and fashion publications such as The Knot, Martha Stewart Weddings, InStyle and Cosmopolitan.

The campaign will also go online, with consumer-generated platinum engagement tips to appear on Glamour.com, while there will also be Facebook contests and polls on Brides.com and One Wed.

In addition, a dedicated platinum section is planned for the Martha Stewart Weddings website.

For men looking to buy a platinum engagement ring for their bride-to-be, a budget calculator will be featured on GQ.com.

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PLATINUM GUILD INTERNATIONAL USA SHOWCASES NEW PLATINUM POSITIONING IN MULTI-MEDIA CAMPAIGN (20/09/11) 

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