British shoppers are being urged to buy higher carat gold jewellery
in a PR campaign commissioned by promotional body the World Gold
The push, executed by watch and jewellery PR specialist Carrington and
Sattin, will also involve publicising new designs in gold jewellery.
Consultant and ex-in-house World Gold Council PR adviser Sally Goldsby
and Karen Levi PR also pitched for the contract, worth around pounds
50,000 in fees.
The Council, which monitors the gold markets in 23 countries, is hoping
to tempt consumers away from nine carat jewellery - bought by the
majority of the population - to 18 carat gold.
Campaign tactics include commissioning fashion photographer John
Swannell to shoot a range of new designs of 18 carat gold jewellery. The
agency also aims to get coverage on the latest jewellery designs in
Vogue and Marie Claire and give media presentations on the gold
The Geneva-based World Gold Council is a non-profit making association
of gold miners which offers information and marketing support to its
Pat Carrington, who founded the agency six years ago with Gloria Sattin,
is already employed as a retail promotional consultant for the
Her job is to encourage jewellery retailers to advertise. The Council
then donates a percentage of the advertising costs.