PGI, an umbrella marketing body for platinum producers which has been in China since 1997, has launched its first bridal collection in the country, backed with a major push including above-the-line ads, POS materials developed in collaboration with retailers, and PR tie-ups with leading wedding magazines. The organisation is also planning to mount a second campaign for another new jewellery collection, pegged for launch in the near future.
Both campaigns are developed by creative shop AEIOU, with media handled by Carat.
PGI is thought to have earmarked substantial funds for the launch, but would not disclose how much would be spent on the new promotions. "What I would say is that we have spent some big money in the media," a spokeswoman said.
TVCs and print ads for the bridal campaign, which emphasises the exchange of pair rings between bride and groom, broke earlier this month, with outdoor support to follow.
The TVC aims to promote the idea that a bride and groom can demonstrate their togetherness by wearing rings with the same design, highlighting three qualities of platinum -- purity, rarity and eternity -- that give added meaning to a couple's commitment.
Attitudes to pair rings are changing, PGI explained, as a few years ago a bride was more likely to opt for a special platinum ring for herself while the groom would pick up whatever was available.
"There was no concept of same design which means something to the marriage and long-term commitment," a company representative said.
