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New York, NY—In an effort to target Millennial consumers, Platinum Guild International-USA (PGI-USA) will launch a major multi-media campaign this October. The campaign represents a new direction for PGI-USA, introducing positioning that resonates with the customer’s emotional side while also depicting the practical qualities of platinum that differentiate it from other metals.  

PGI-USA conducted extensive qualitative research through focus groups held in Boston, Dallas, and Los Angeles to create its new message. The new positioning line is, “Some things never fade. A love that’s true. A ring that’s platinum.”

The line—to be the main focal point of all marketing communications—portrays platinum’s eternal and enduring qualities in a way that is meaningful to the consumer and provides a direct reasoning for choosing the metal. 

“This positioning is a significant departure for PGI as it marries the aspirational motivation of the consumer with a functional quality of platinum. By tapping into what Millennials hope for in their marriages it justifies platinum’s cost in a way that is both persuasive and relevant,” said Huw Daniel, president of PGI-USA.  

Each of the ads and advertorials in the campaign will showcase designs in a wide range of price points from a broad selection of platinum manufacturers and designers. The campaign will also introduce consumers to the fact that platinum does not change color or fade, something they were not previously aware of [in focus groups] but found highly motivating and distinctive. 

A spread from the new PGI ad blitz set to debut soon.

The 360-degree campaign will have ads and advertorials in key bridal and fashion print outlets such as The Knot, Martha Stewart Weddings, InStyle and Cosmopolitan. PGI-USA will also be involved in several innovative online initiatives, including consumer generated platinum engagement tips on Glamour.com, Facebook contests, and polls on Brides.com and One Wed, plus a dedicated platinum section on the Martha Stewart Weddings web site. Additionally, a budget calculator will be featured on GQ.com will target grooms-to-be. 

The campaign will be available for in-store usage by PGI Preferred Retail Partners beginning in January 2012. For more information on PGI-USA’s new campaign, visit http://www.platinumguild.com to see the full release, and also a selection of ads and advertorials. To access PGI-USA’s budget calculator, click here.