Gold Council launches ad campaign

The World Gold Council has launched a major new advertising campaign aimed at jewelry-conscious women.

AngloGold, the world’s largest gold producer, is a partner in the project, which is expected to cost US$3 million. Other partners include designers Robert Lee Morris, Roberto Coin and Chimento.

The campaign is aimed at boosting gold consumption in the U.S., a market which sets the standard for the rest of the world.

“The U.S. is a critical market for gold, particularly 18-karat yellow gold, because of its influence on worldwide fashion trends,” says Kelvin Williams, managing director of AngloGold. “It makes excellent business sense to promote gold in a market where $14.7 billion was spent last year on gold jewelry.”