Platinum Guild International (PGI) is a worldwide, nonprofit organization, dedicated to creating, expanding and strengthening consumer and trade markets for platinum jewelry. Since 2008, China has been the world’s largest market for platinum jewelry. However, there has been a growing perception among consumers that platinum jewelry is not stylish or well designed. PGI wanted to change consumers’ negative perception of platinum jewelry to the positive and to differentiate between Bo Jin (platinum) and Bai Jin (white gold). The campaign leveraged PGI’s global resources and expertise, developed media-worthy angles which capitalized on current jewelry trends, and attracted celebrity participation. It also targeted second-tier city media penetration, identifying 10 second-tier cities as communications priorities and conducting media workshops in Shenyang, Guangzhou and Nanjing. It orchestrated strong management of media relations and established a priority media list, including more than 100 publications and numerous senior media executives. The campaign achieved a 22 percent year-on-year growth of platinum jewelry sales through enhanced awareness and a shift in positive perception of its status.