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Gold Month Goes Virtual
Jewelry Scene

The national “May is Gold Month” retail promotion celebrates its sixth anniversary this year with increased on-line promotion, including a personalized digital gold locket in the virtual world of Second Life. Web banners and an on-line sweepstakes will combine with a national print campaign to build awareness and drive traffic to retail partner sites, and The $2.5 million campaign will focus on the intrinsic value of gold by incorporating the “Only Gold Grows More Precious” gold bar motif into the ads.

Co-sponsors World Gold Council and will promote gold jewelry all month long, both editorially and commercially on, as well as in web banner advertising on iVillage, CNN,, and Facebook. retailers including Fred Meyer Jewelers, Gordon’s Jewelers, JC Penney, Kay Jewelers, Littman Jewelers, Macy’s, Sears, and Zales, will also be promoting on their sites, at point-of-sale, and by direct mail.

WGC and the Richline Group will also unite with retailers Ben Bridge Jeweler, Fred Meyer Jewelers, HSN, JC Penney, Macy’s, QVC, and Zales to promote new gold jewelry collections in Allure, Lucky, InStyle, Redbook, and Vanity Fair along with web banners on sites for A&E, Food Network, and CNN.

Independent jewelers will be able to participate by downloading point-of-sale materials from the World Gold Council at

gold month campaign
gold month
“May is Gold Month” marketing campaign poster and in-case card.