Platinum Guild International (PGI) is launching a new marketing campaign in Japan entitled Thanks Days Platinum aimed at boosting sales of platinum jewellery. The centrepiece of the campaign, which will target older consumers with more disposable income, is a television advertisement starring Japanese musician and actor Akira Terao. The campaign is also set to include in-store point-of-sale marketing and advertisements in print media in conjunction with partners to promote a new range of platinum and diamond jewellery. PGI has forecast sales of 64 billion yen in the first year, and 88 billion yen in 2009 through cultivating platinum jewellery's appeal to "baby boomer consumers", which it regards as a relatively untapped market. The organisation also intends to maintain its sales focus on the established bridal market for platinum rings. Close to 1,200 stores are participating at the campaign's launch in March, with a further 800 earmarked to join by the end of the year. In 1985 Mr Terao appeared in the movie Ran from highly acclaimed Seven Samurai-director Akira Kurosawa.

Sources: Press release supplied by Platinum Guild International

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