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pearlsdiamonds · 7 years ago

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Internationally known fashion photographer Sante D'Orazio, known for his unexpected sharp pictures of famous beauties, in agreement with the International Palladium Alliance (Palladium Alliance International, PAI) took up a new job, in the center of which were not the stars, but the jewels , Writes Jennifer Heebner (Jennifer Heebner) on the portal www.jckonline.com.

The project started in mid-June, when Fruchtman Marketing (Toledo, Ohio), responsible for preparing and launching a new media campaign to promote palladium jewelry, organized an all-day photo session in Los Angeles with Pamela Anderson, Kelly Osbourne and Rose McGowan, stars of the film "Conan the Barbarian". All the stars posed in palladium jewelry of the brands Todd Reed, Andrew Meyer and Zeghani.

Celebrities chosen to participate in advertising, help to extol the virtues of jewelry made of palladium (durability, lightness and pure white color of precious metal, which is also an affordable member of the platinum group of metals). According to company president Ellen Fruchtman, these stars lead an active lifestyle, and they often need to "look at night as well as during the day."

"Each celebrity has its own style, and they all dictate fashion in Hollywood," Fruttman added. "It should also be noted that all three stars make conscious efforts to maintain their physical shape and are looking for jewelry that they can wear throughout the busy day."

The campaign includes print and online ads and activities in social media, in publications for trade and consumers, including the placement of 64 ads in the period until the end of 2012 in Cosmopolitan, Marie Claire, The Knot, Glamor, Harper's Bazaar, Elle, InStyle, People StyleWatch and W. A campaign valued at $ 8 million is the most expensive in the history of this precious metal.

According to Fruttman, PAI is sponsoring the Stillwater Mining Company, the only palladium producer in the United States. However, she points out, "from the strategic point of view, it's important not how many dollars are spent on the campaign, but how they are allocated" for marketing, public relations, awareness raising and technical training. In addition, in social networks, the campaign will include contests and lotteries designed to increase traffic on the microsite. "The idea is to create an immersive educational experience, which is also entertainment," says Fruttman.

Also, PAI (which was founded in 2006, but partially abandoned marketing activities due to the economic crisis) will re-open its website. It will become a useful resource both for consumers and for trade: designers who work with palladium will be presented here, and links to their sites will be given, and consumers will be able to find the retailer closest to them. The new site will also become a source of information on palladium and its benefits, and retailers, designers and manufacturers will provide the necessary educational and technical information. Social networks and an updated PAI website will join the campaign in mid-August. According to Fruchtman, PAI again decided on the campaign "after studying the current situation in the economy and in connection with the rising prices for gold and platinum."

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