'May is Gold Month' amps up Web presence

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'May is Gold Month' amps up Web presence

March 20, 2009

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New York--The sixth annual "May is Gold Month" campaign--the industry-wide campaign intended to drive consumer demand for gold jewelry--will include a heavier online presence than ever, according to a press release issued by the event's sponsors.

Web banners, viral marketing, an online sweepstakes and a virtual promotion will combine with traditional print advertising for the $2.5 million campaign, which aims to drive traffic to retail partner Web sites as well as sponsor Web sites Jewelry.com and MayIsGoldMonth.com.

Sponsored by the World Gold Council (WGC), Jewelry.com and Richline Group,the campaign will incorporate the "Only Gold Grows More Precious" bar into its ads.

The WGC and Jewelry.com will promote gold on the new Jewelry.com Web site, as well as on iVillage, CNN and Oprah.com and on social networking sites such as Facebook.

"May is Gold Month" also will launch a virtual presence on Second Life, an online Web site where users create their own avatars which they move through a virtual world, and even "shop" for jewelry. A digital, personalized locket will be promoted at virtual Kay Jewelers stores in Second Life, and at gold-themed events held in high-traffic areas of the virtual world.

Independent brick-and-mortar retailers can capitalize on the buzz surrounding "May is Gold Month" by downloading the campaign logo and point-of-sale materials at Marketing.Gold.org.

"The expanding interest and participation in 'May is Gold Month' is a strong testament to its success," said John Calnon, WGC managing director, USA. "As we broaden the reach of the campaign by incorporating more digital and electronic media, we will strengthen consumer confidence in gold jewelry by spreading the timeless message of gold's enduring intrinsic value."

The WGC and Jewelry.com conceived "May is Gold Month" in 2004 to capitalize on the gifting and self-purchase occasions that take place during the month of May, such as Mother's Day and graduations.

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