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WGC launches new ad campaign

By Beth Braverman
March 22, 2007

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New York—The World Gold Council (WGC) will invest $6 million into an advertising campaign designed to stimulate American consumer demand for gold jewelry.

The new "Only Gold" campaign will replace the WGC's "Speak Gold" campaign of the past three years, and will appear in fashion and lifestyle magazines this spring.

The campaign employs a series of "gold truths" that appear etched into gold bars along with images of consumers wearing aspirational gold jewelry.

For instance, "Only Gold Signifies True Power" appears etched into a gold bar next to a woman in a business suit reading a newspaper, while "Only Gold Is Worshipped" appears next to a woman being gazed at with adoration by a man.

The campaign specifically targets female consumers.

"Gold has always owned the female self-purchase market," WGC U.S. Managing Director John Calnon said during a presentation to the trade press on Thursday. "Woman power has always been the strength of gold. Even if a man buys it, it is female-directed. Women are not afraid to rip out a page from a magazine and leave it on the breakfast table."
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