AGS to debut consumer-directed ad campaign

by jacquie_dealmeida | January 7, 2016 10:09 am

[1]American Gem Society (AGS) is launching a U.S. advertising campaign to raise consumer awareness of its brand and to drive traffic to its members.

Print ads are scheduled to run in GQ, Glamour, and Vogue, in the first half of the year in top regional markets in support of Valentine’s Day, Mother’s Day, and the bridal season. In addition, the campaign will run in print and digital media in The Knot throughout all of 2016.

Targeting both male and female consumers, the ads deliver the message “Buy It with Confidence” to men and “Love What You See. And What You Can’t” to women. In addition, the campaign is designed to direct consumers to AGS members through its ‘Find a Jeweler’ search feature.

A custom hashtag will be promoted (#BuyWithConfidenceAGS), along with social media campaigns. Counter cards of the ads will be made available for member retailers to display in-store at point-of-sale.

“With the support of our retail members in-store and in their social media outlets, this fully integrated campaign is designed to make a powerful impact,” says Ruth Batson, CEO of AGS and AGS Laboratories. “Promoting consumer confidence and the ethics of the reputable jewellers that make up the AGS membership is critical to attracting younger consumers and ensuring the future strength of our industry.”

AGS will also promote the campaign message in targeted member e-mail blasts, on consumer-facing social media outlets, the AGS blog, AGS websites (including Find a Jeweler, as well as games and quizzes), and publications such as Brilliance and Spectra.

Source URL: https://www.jewellerybusiness.com/news/ags-to-debut-consumer-directed-ad-campaign/

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