Platinum group targets fiancés

Platinum jewellery is to be the subject of a UK PR drive for the first time as the industry body for one of the most expensive metals targets the spring wedding season.

Platinum Guild International (PGI) is to highlight the metal’s purity, rarity and durability in a six-figure PR campaign by Lexis PR with a target of consumer lifestyle media for 25 to 35-year-old women, and bridal titles.

PGI UK marketing manager Ruth Donaldson said it would also target men’s media as men often choose engagement and wedding rings.

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