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Only Gold Campaign Raises The Bar
Jewelry Scene


A new World Gold Council consumer advertising campaign uses an iconic gold bar to connect gold’s symbolic meaning with its contemporary appeal. Each ad features a gold bar engraved with a message that speaks to the precious metal’s cultural role, such as “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,” says Michael Pace, WGC vice president of marketing in the U.S. “It also touches on the investment rationale that is also going on in peoples’ minds, especially when the price of gold is strong like it is today.”

The messages, truths from the long tradition of treasuring gold, also correspond with contemporary rationales for wearing the precious metal. The new prominence of the gold bar and aspirational design focus are based on consumer research about why women buy gold from global research company GfK.

“Research shows that 30 percent of women buy gold for emotional reasons and an additional 22 percent are motivated by design,” Pace says. “Women have a passion for gold and often buy it to treat themselves. Gold purchases are driven by a personal connection to gold at a deeply emotional level.”

The $6 million print 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.

Retailers who carry the three designer collections featured in the ads will be tagged or listed on the associated web sites: www.onlygoldisdivine.com, www.onlygoldismajestic.com, and www.onlygoldsignifiestruepower.com.

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World Gold Council
The World Gold Council is launching a new consumer advertising campaign.