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PGI launches multimedia platinum campaign

October 17, 2008

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New York—Platinum Guild International (PGI) has executed a multimedia marketing campaign to reach consumers and the trade across a variety of mediums, including broadcast, print and online, ensuring platinum's presence on a local and national level.

Among the latest initiatives was a segment on CBS 6's "Virginia This Morning" in Richmond, Va. PGI teamed up with the channel to sponsor a local contest for the best "Platinum Love Story." Finalists' stories were read on-air and viewers voted online for their favorite. The winning couple received a Per Amore pair of platinum wedding bands valued at $6,000 from Richmond, Va.-based Schwarzschild Jewelers.

In print, PGI partnered with Elle magazine and celebrity wedding planner Robert Smith to bring brides expert style advice on engagement rings and wedding bands. Smith's platinum planning tips can be seen in the October and December pages of Elle.

Online, PGI is helping to bring the "Promise of Love Everlasting," a new microsite, to the users of Brides.com. The intent of the microsite is to help couples with the purchase of their wedding bands through features such as a budget calculator, a six-month timeline for purchasing the ring and a "Choose Your Wedding Band" section. The site launched in June 2008 and will remain available to consumers through the end of the year.

Upcoming events include champagne breakfasts for platinum manufacturers and retailers, with the next breakfast to be held on Nov. 7 in New York City. At the event, PGI will present a video on recent bridal research, followed by a discussion on the challenges and opportunities of manufacturing and selling platinum jewelry. To make a reservation, contact Kevin Reilly at (212) 404-1608 or kreilly@pgiglobal.com.

The guild has also been very involved in industry contests and awards throughout the year, sponsoring and participating in the Women's Jewelry Association Diva Awards, Platinum Couture Style Challenge, JCK Style Awards and the American Gem Trade Association Spectrum Awards. Next, PGI will sponsor the Platinum Distinction Award for the Manufacturing Jewelers and Suppliers of America Vision Awards.

For more information about PGI's initiatives, visit the guild's Web site, PlatinumGuild.com.
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