New York (October 2005) - While Platinum Guild International's (PGI-USA's) marketing programs for 2005 continue to stimulate the record high desire for Platinum, a recap of the yearly advertising campaign highlighted just how valuable that one program was for manufacturers and retailers.  By exposing consumers to the Platinum branding message while showcasing a gorgeous variety of platinum engagement rings and wedding band designs from their advertising partners, Platinum Guild International generated exposure for the selected brands in excess of 500 million consumer impressions and a total ad value of 6.6 million dollars. Some of the industry's top platinum designers who benefited from their designs being placed into PGI's advertising include Benchmark, Diana Classic, Furrer Jacot, Hearts on Fire, Jack Kelege, Jeff Cooper, Judith Conway, Lieberfarb, Martin Flyer, Memoire, Novell Design Studio, Peter Storm, Precision Set, Ritani, Roberto Coin, Tacori, and Verragio.  Advertisments were carefully planned and seen in a variety of the nation's top bridal and fashion publications in titles like Allure, Cosmopolitan, Glamour, Harpers Bazaar, In Style, Lucky, Marie Claire, Vogue, Allure Bride, Elegant Bride, In Style Weddings, Brides, and Modern Bride.  Aside from the advertising value, featured designers were privy to Platinum contests and promotions with the various titles.  This type of ongoing exposure is undoubtedly why 81% of brides surveyed by Fairchild Bridal Group in 2004 were clear on the fact that they wanted Platinum for their engagement ring, over other precious metals. 

Highlighting the impact of PGI's 2005 advertising program on the selected manufacturers, Ann Storm, President of Peter Storm Jewelry, commented, "It brought us visibility to clients who were actively looking for new trends in Platinum. It also gave us valuable insight into advertising in Marie Claire and Allure Magazine, both of which appeal to younger, but highly sophisticated readers.  As a result, we received 14 direct email and telephone inquiries from the ads - an excellent record compared to other media we have been using." 

Among some of PGI's other advertising initiatives was a special section that was developed with InStyle magazine for the February and October issues.  Each placement provided manufacturers the opportunity to advertise within a Platinum Guild International special section at a dramatically reduced ad rate.  The program generated over 8 million readership impressions and $110,000 in ad value. The February InStyle insertion also featured the "Platinum Dreams, Platinum Plans" contest, where one lucky reader won his and hers matching platinum wedding bands from Ritani, Platinum and diamond jewelry to borrow for her wedding day, and a consultation from jewelry expert Michael O'Connor, Senior Vice President of PGI.  The winner also received a day with celebrity-wedding planner Preston Bailey, to help plan the wedding of her dreams. 

Additionally, PGI teamed up with Vogue magazine on a multi-faceted advertising/ merchandising program that included a five-page Platinum advertorial in the September issue, a specially produced segment of Trend Watch (Vogue's television program highlighting the hottest new trends) that aired on all major networks across the U.S., and inclusion on InsideVogue.com, a website designed to promote advertisers featured in the issue.  Brands who took advantage of this amazing opportunity included Cartier, Michael Bondanza, Oro Diamante and Renaissance Platinum, who received exposure to over 10 million consumers.  Trend Watch featured interviews with the participating designers, and showcased why the precious metal continues to be the choice for bridal and fashion jewelry. This program reached 200 key markets nationwide during the month of September.

Research on PGI's advertising confirmed that the lifestyle and product creative execution definitely connected with the consumer by incorporating engagement ring and wedding band designs with appealing lifestyle images.  Additionally, the object was to use the creative to convey the key "Pure, Rare, Eternal" qualities of Platinum.  Michelle Peranteau, Manager of Marketing Communications at PGI-USA says "This year we were very focused on finding ways to educate the consumers about the qualities of platinum, while inspiring them with Platinum ring designs.  We are also constantly looking for new ways to use the voice and tools of the various publications to champion platinum."  One unique way that this was accomplished was through an insert in the December issue of Lucky magazine. PGI sponsored Lucky's interactive sticker page, which includes four pages of ad space in the publication that allows the reader to use the stickers to mark pages of interest.  Removing each sticker reveals product shots from the PGI ad partners underneath.  This issue alone, reaches over 4 million readers, with a total ad value of $366,000.

For more information on PGI-USA's Marketing Programs please contact Michelle Peranteau at (212) 404-1603 or mperanteau@pgiglobal.com.

Platinum is prized for its Pure, Rare and Eternal qualities:

PURE: Platinum's high level of purity (generally 90%-95% pure) endows it with both a natural white luster, allowing the true radiance of a diamond or gemstone to shine; and hypoallergenic qualities that prove ideal for sensitive skin.
Only the purest platinum jewelry will bear a stamp reading "PLATINUM," "PLAT," "Pt 950," or "Pt 900," signifying the jewelry is 90% to 95% pure platinum.

RARE: Platinum is 30 times more rare than gold.

ETERNAL:  Platinum will hold a diamond or gemstone securely, now and for always.

About Platinum Guild International (PGI)
Platinum Guild International, the marketing arm for the worldwide Platinum jewelry industry, is dedicated to supporting and promoting the high purity, rare and eternal qualities of Platinum to the consumer and jewelry trade.  PGI has offices in each of the world's major jewelry markets; providing information, assistance and education on all aspects of Platinum jewelry.

For more information on Platinum, please visit www.platinumguild.com

Contacts:
Antonia Caamano (212) 404-1605 / acaamano@pgiglobal.com
Sarah Byus (212) 404-1604 / sbyus@pgiglobal.com 
PLATINUM GUILD INTERNATIONAL USA