New Gold Campaign Raises the Bar
A new World Gold Council consumer advertising campaign that launches in May will use an iconic gold bar to connect gold’s symbolic meaning with its contemporary appeal. Each ad features a gold bar engraved with a message conveying the precious metal’s role in the culture: like “Only Gold is Divine” or “Only Gold Signifies True Power.” The ads target the self-purchasing woman with an emotional rationale for buying gold and feature high-end designer pieces from Temple St. Clair, Gurhan, and SeidenGang.
“These ads are about the history and culture of gold meeting the contemporary usage of gold,” explains Michael Pace, WGC Vice President, Marketing USA. “It also touches on the investment rationale that is going on in peoples’ minds, especially when the price of gold is strong like it is today.” The campaign will initially appear in 17 leading fashion and lifestyle publications in May and June 2007, including Elle, Harper’s Bazaar, InStyle, Real Simple, Town & Country, Vanity Fair, Vogue, and W and will continue in the fourth quarter with additional executions and partners.