A unique campaign: Portuguese Jewellery and Milla Jovovich
AORP - the Portuguese Jewellery and Watchmaking Association is a private company which represents approximately 60 % of jewellery production in the north of Portugal. The greatest amount of jewellery production is concentrated in this region and the industry has always had a strong tradition here. It associates approximately 400 companies and encompasses goldsmiths, jewellers, watchmakers and other associated fields.
Milla Jovovich - the face of luxury Portuguese jewellery
The world-famous actress Milla Jovovich has a successful career behind her in the field of fashion and film. She is known for her roles in films such as The Fifth Element (1997), Ultraviolet (2006) and Resident Evil and the new film Resident Evil: The Final Chapter will be opening in January 2017. Milla is also a fashion designer and singer and as such was the obvious choice for AORP, as her profile fits the campaign strategy perfectly. She looks stunning with her hair brushed back and wearing bright red lipstick in a sea of gold or a glittering dress.
A campaign without parallel
This international advertising campaign is the largest investment in this sector. Apart from the campaign itself, which represents an investment of roughly EUR 750,000 for last year and this year, investment includes costs for related international events which will require approximately EUR 2 million.
Ana Freitas, President of AORP, explains things: “This is a golden moment for Portuguese jewellery. As one of the most traditional industries in the country, Portuguese jewellery-making is experiencing a period of renewed growth and incorporation into an international context. The objective of this campaign is to encourage and support internationalisation of Portuguese brands and to ensure they are ranked as premium producers.”
The campaign is part of motivational strategy for export of products over the following five years. In Portugal, this is an industry which has registered a great increase in export in recent years: export has grown by 500 % since 2008.
