Platinum Guild International (PGI) USA has outlined a multi-tiered promotional campaign which will help advertise its Preferred Platinum Partner retail programme. The initiative is intended to increase consumer demand for platinum.

The programme will be implemented in phases through the quarters, for the Platinum preferred retailers. During the first quarter, PGI-USA will implement an in-store signage programme. This programme allows the PGI-USA preferred retailers to be a part of the hype created by PGI's multi-million-dollar print advertising campaign. They will be given promotional materials like posters and countertop signs, with PGI bearing the cost. The programme is intend at increasing platinum bridal and fashion jewellery recognition in 2008.

"This is an exciting new program because measurable results can be seen immediately," PGI-USA Senior Vice President Jenny Luker said in a media release. "In-store signage is invaluable for consumer reference, but also reminds sales associates to show platinum to their customers."

PGI-USA will also enhance its sales training programme to be delivered online. The online tutorials will deliver key selling techniques on increasing work efficiency profitably, tips, platinum messaging, interactive videos and consumer research. It is a more advanced version to the present sales training programme PGI-USA implements through a DVD format.