Gay Marketing Outdoor Advertising

TOPICS: Gay marketing. GLBT advertising. Communications. Advertising. Gay marketing trends. Gay and lesbian communications. Gay communications. Lesbian communications. Gay market advertising moves outdoors. Clear Channel launches a Pink Pound gay marketing advertising package in new UK gay marketing move.
Ian Johnson, Out Now
July 20, 2007

Gay marketing and gay and lesbian communications trends occur at a seemingly ever-increasing pace.

Latest gay marketing news from the UK is that Clear Channel - one of the market leaders in global advertising, marketing, media and communications - is launching a new gay and lesbian communications 'Pink Pound' gay marketing package to target the £70 billion pound UK lesbian and gay market.

This step is just another logical step in the progress of gay marketing out of the niche marketing fringe and into the mainstream marketing center of consumer society.

Utalkmarketing.com carried a good gay marketing mention on this. Here is an extract:

Clear Channel chases Pink Pound

Interested in getting a slice of a fast moving lifestyle market worth £70 billion? This may be the answer.

Clear Channel Outdoor UK has unveiled a new multi-format lifestyle targeting solution which will enable advertisers and agencies to influence high-spending, trend-setting gay communities across the UK.

Being positioned as a a media first for the outdoor advertising industry – Clear Channel’s Pink Pound Pack offers highly targeted, multi-format solutions within defined urban communities and on the key arterial routes to these areas.

The pink pound – valued at £70bn by gay marketing specialist agency Out Now Consulting in 2006 – is increasingly being targeted by both niche and mainstream advertisers due to the spending power and influence of trend-setting gay communities on society at large.

Corporate sponsors of the recently held London Pride included British Airways, LLoyds TSB, Ford and the Canadian Tourism Comission.

Within the pack, Clear Channel has identified several opportunities to target gay consumers:

National proximity campaign: Around 800 6-sheet panels across the country, all within 300m proximity to gay clubs and bars which enable advertisers to talk to gay communities while they are out and about.

Within London, for example, there are concentrations of panels within Soho and the West End, as well as Vauxhall.

London Mega 6s: Eight Mega 6 sites situated across the capital have been selected, all within 1000m of gay venues and on the main arterial routes to the urban gay communities.

Along Pride event routes: More than 26 gay pride events take place across the UK every year.

Clear Channel Outdoor UK’s Marketing Director, Pip Hainsworth, said,“Clear Channel has pioneered Audience Solutions across its portfolio to effectively place the consumer at the heart of the media plan.

“The Pink Pound Pack joins offerings such as our Ethnic Audience and Light TV viewer solutions which enable brands to reach communities of interest in high numbers and in a receptive frame of mind.”

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