World Gold Council in drive to turn consumers more precious

British shoppers are being urged to buy higher carat gold jewellery in a PR campaign commissioned by promotional body the World Gold Council.

British shoppers are being urged to buy higher carat gold jewellery

in a PR campaign commissioned by promotional body the World Gold

Council.



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

market.



The Geneva-based World Gold Council is a non-profit making association

of gold miners which offers information and marketing support to its

members.



Pat Carrington, who founded the agency six years ago with Gloria Sattin,

is already employed as a retail promotional consultant for the

Council.



Her job is to encourage jewellery retailers to advertise. The Council

then donates a percentage of the advertising costs.



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