TOPICS: Gay PR market. Australia gay market. Anzac Day. Gay advertising and media market in Australia. Gay marketing in Australia. Community politics in Australia. Victorian gay media advertising in Melbourne about Anzac Day causes community disquiet in Australia.You are at the Out Now Gay Market News -- Gay Marketing 101 gay market updates site. |||| To reach our main site on lesbian and gay market research, gay advertising and gay marketing strategies, visit OutNowConsulting.com.
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There is a lot of change taking place in the world of gay advertising, marketing and PR.One thing that is clear is that as gay advertising and marketing become more integrated into mainstream life, the cross-over between markets that were previously quite segregated can sometimes cause a collision of values.
Anzac Day is an almost sacred remembrance of Australia's greatest war battle - the sacrifice of Australian and New Zealand Army Corps (ANZACs) soldiers at Gallipoli in 1915.
The streets of Sydney, and most other Australian cities and towns, were today filled with soldiers, sailors and airforce personnel, past and present, celebrating the lives of fallen mates and comrades lost in battle.
For more than 90 years, April 25 has been known as Anzac Day - a day of reflection and remembrance for the lives of those lost.
Anzac Day is also a Public Holiday in Australia.
As such, it is a key marketing opportunity for gay bars, clubs and venues to invite gay guests to go out on a weeknight to enjoy gay community nightlife.
However the collision between the midweek Anzac public holiday being both a potential big night out as well as an intended community remembrance of Anzac soldiers has caused an unfortunate PR disaster for several gay venues across Australia.
The Wickham Club in Brisbane and The Peel Bar in Melbourne are each one of the most popular gay market entertainment venues in their respective markets. And both used Anzac imagery to promote their Anzac eve party nights in local gay media.
That caused a national mainstream media critical reaction and ended up being a PR disaster for the gay community and the specific gay venues involved. One comment online about this was:
"This disrespectful exploitation of Anzac Day and those that fought for our country is a shameful act. All walks of life , be it gay or heterosexual, should have the utmost respect for the individuals who gave their lives to this country and not use this day as an excuse to promote products or services."
The lesson to be learned is clear - the days are now gone when gay community advertising, gay market media and gay community PR activity was invisible to the mainstream.
Now it is imperative for business to understand that gay advertising, marketing and PR activities will be visible and will be subject to scrutiny not only from the target lesbian and gay consumer, but from the broader mainstream market as well.
Does that mean gay advertising campaigns need to be timid or afraid of adverse PR and mainstream news media reactions?
Not at all.
But good PR and gay advertising campaigns should always consider the impact of marketing activities on potential consumer reactions to a campaign from all segments of society.
Gay marketing no longer functions in a vacuum, and is more visible - to all - than ever before.
In the case of something as significant to Australian history as Anzac Day - effective marketing practitioners understand - from both ethical and professional standpoints - that the name of the game is 'respect'.
Lest we forget.
To learn how to better manage gay and lesbian advertising campaigns, contact Out Now.
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