Client: Gold & Silver Jewellery

The idea:

Gold & Silver wanted publicity for their latest range of high-end jade jewellery pieces. The local jeweler had been around since 1940s but has not gotten any form of media coverage. They also wanted their brand to reach out to a wider consumer group.

The challenge:

The purpose behind the publicity was simple enough. Unfortunately, for this very reason we believe it is going to be tough to media interest. Just pitching for a product line may get them token snippets in magazines. But for us this is not good enough. We want more for our clients.

The strategy:

We sat down with the Creative Director, who is the force behind their jade collection, to dig out any interesting story around their jade collection. The chat uncovered the history of her passion for jade and we learnt some surprising technical details of the gemstone that most layperson may not realise. Herein lies an interesting human story that could be weaved around the technical details of jade gemstone.

We also found out that more and more young ladies are buying jade pieces from them because of the modern designs that Gold and Silver produced. Despite jade being a very oriental gemstone, even Westerners were buying from them because of its quality and potential investment benefits. We decided to package this as a trend.

We pitched the story with slightly different angles to Channel News Asia, newspapers and women’s magazines. Radio was intentionally left out due to the visual nature of the story.

The outcome:

We managed to get Prime Time Morning interested in featuring the Creative Director as an avid collector of jade. To impart some credibility to the interview, we arranged for a gemologist to accompany her on the show.

Business Times, TODAY and My Paper picked up the story, each with its own variation of story angles. Business Times went for a more commercial angle. TODAY used the personal collector angle, while My Paper picked up the ‘trend’ angle.

The jade designs were picked up by Female magazine and Tatler’s annual supplement The Best of Singapore 2009 gave them a good 6-page coverage. We did a promotion with HomeTeam NS magazine to reach out to the mass market. For that our clients got a full page article. 

In Summary:

Total Broadcast coverage: 1

Total Print (newspapers & magazines) coverage: 6

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