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Tuesday, March 25, 2008

Ben Cohen's Big Gay Night Out

Ben Cohen is a very well respected English rugby union player. He is also a man with a strong gay sports fan base. In an admirable move, Ben Cohen is taking steps to publicly thank his gay fans for their years of support with a special gay fans night planned for May.

Gay market insight is Out Now: Gay Marketing. Solved. OutNowConsulting.com
To contact Out Now, send us an email.

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Ian Johnson, Out Now
March 25, 2008

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TOPICS: Gay sports. Ben Cohen and his gay fans. Gay sports stars. Sports celebrities. Gay fans. English rugby. Ben Cohen and his Benediction night GT Gay Times UK. Ben Cohen's Benediction testimonial night at The Dorchester Hotel to thank cohen's gay sports fans.

Back in January, Gay Market News reported on Ben Cohen -- an English rugby star with a strong gay male fan base.

Judging by Cohen's handsome looks and rugged physique it is not unusual to discover that his effort on the sports field has attracted an army of gay male sports fans off the pitch.

However there is something quite out of the ordinary about Ben Cohen.

In an unusual act of recognition, Ben Cohen is hosting a gay targeted fundraising dinner testimonial night on May 28 at London's famous Dorchester Hotel - as a way to raise funds for his chosen charities, and as a way to say thanks to his legion of gay sports fans for their loyalty to his career and support.

Of course it is not bad form to tap into new markets for securing charity funds, but this goes much further than just the chance to put a few gay sports fans' pink pounds into the kitty.

Ben Cohen's BENediction night in May is accompanied by gay media support in the form of a sponsorship by Out Now client, Europe's leading magazine for gay men - GT.

Cohen has also not been shy to be quoted in gay media and mainstream media acknowledging that this night is one designed especially for his gay fans.

According to a Cohen publicist, Jill Tipping, this is a night targeted at his gay sports fans base. “BENediction is an exclusive evening of fun, feasting and frivolity aimed primarily at including his legions of fans in the gay community in the testimonial celebrations.”

It is refreshing to see a true professional sportsman understand that loyalty and respect deserves the same, and that includes one's gay fans.

A most encouraging sign of the times indeed. Well done Mr Cohen.

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All content on all Out Now websites (C) 2008 - Out Now. If you find any material you believe is subject to other copyrights here, other than allowed fair use for copyright purposes, please contact Out Now with details. LGBT communications. Gay PR. Global GLBT marketing, gay public relations strategy, GLBT PR, LGBT issues training, gay advertising, LGBT market, lesbian and gay market research leaders, gay marketing. Gay Market News is Gay Marketing 101 - Out Now Gay Marketing, Advertising, Gay PR, Market Research. Travel Market. Training. Out Now Gay Market News -- Gay Marketing 101 gay market updates site.Technorati blog directory gay market gay advertising gay marketing gay tourism gay travel pink dollar pink pound gay agency advertising marketing travel tourism gay lesbian gay and lesbian market research glbt lgbt communications community pink euro

Monday, March 24, 2008

Gay Market News

It is always satisfying when other people notice the hard work one puts into one's own job. So it is nice to acknowledge the recognition of Gay Market News by prominent online website Pop Matters.

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Ian Johnson, Out Now
March 24, 2008

TOPICS: Pop culture. Gay advertising commentary. GLBT market. Gay advertising and marketing commentary. Global gay and lesbian community. Gay marketing and advertising. Pop Matters website gives hat tip to Gay Market News.

Gay Market News takes its pre-eminent role as the go-to place for the latest news and information from the world of gay marketing very seriously indeed.


So it most certainly represents very welcome and really quite appreciated feedback on our work to read recently that Gay Market News is acknowledged for this very role by the important pop culture website PopMatters.com -- in its overview of what's important online in the world of gay and lesbian cultural matters.

I would make one observation about their opening comments (see the linked article below) about a world where the prevalence of the internet is creating a space something like the old fashioned 'Speaker's Corner' -- making it possible for anyone to access information about anything at almost anytime.

The importance of quality gay marketing and gay business content -- driven by real gay market expert insight -- is now more important than ever as a result.

Just as with Speaker's Corner: you need to know that the person you are listening to has the knowledge and expertise needed to make their comments worth listening to.

That is precisely what we at Out Now always work hard to deliver for all the readers of Gay Market News -- and it is that which Pop Matters acknowledges us for.

As the British are fond of saying: Gay Market News does just exactly "what it says on the tin".

You may be interested to read about this for yourself, so here is an extract on the Pop Matters article that mentions Gay Market News's place in the pantheon of global lesbian and gay online culture:

Getting to Know You

According to the article “Why we Blog” in the journal Communications of the ACM (Association of Computing Machinery), there are five primary reasons people chose to start a blog:

1. To provide a chronicle of one’s own life, an online diary of sorts
2. To express one’s opinions and editorialize
3. To have an place for emotional release
4. To engage in the practice of writing as a means of idea expression; and
5. To create a forum for like-minded individuals

(Nardi, Bonnie A.; Schiano, Diane J.; Gumbrecht, Michelle; and Swartz, Luke. December 2004)

As the writers of the article acknowledge, there are other reasons to blog, but most homespun blogs fit well into one of these categories (this excludes so-called “blogs” posted by companies with the purpose of promoting a line of products or commercial websites, often pornographic in nature).

There are countless stories to be told -- some more interesting than others. In terms of the GLBT community, these stories represent who we are -- some of us are interesting, some of us are not.

Perhaps the best-known gay blogger is Perez Hilton, who(se) gossip-oriented blog is the web equivalent of The National Enquirer. Those familiar with his site find him either hip and clever or egotistical and cruel. Since I fall into the latter category, I’ll focus attention on blogs that present the community in a better light.

For those more serious about learning about world events or news stories which specifically affect GLBT persons, several blogs are a better choice.

Pam’s House Blend, run by Pam Spaulding, is one of the best for world news of issues affecting gays and lesbians.

For business news, readers can check out Gay Market News, which focuses on how forces in the market place affect and are affected by gays and lesbians. Stories featured on the site highlight such things as workplace diversity and a gay marketing masterclass being taught at the London World Travel Market, one of the marketing industry’s largest conferences.

Queercents offers practical personal advice for financial saving and investing for members of the GLBT world, under the banner, “We’re Here, We’re Queer, and We’re Not Going Shopping without Coupons”.

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Access market research and gay marketing at the leading edge -- gay marketing expert strategic advice from Out Now -- the experienced global strategic gay marketing, research and communications agency, specialized in targeting the lesbian and gay consumer market.

To contact Out Now, send us an email. Helping brands marketing & advertising to gays and lesbians. Out Now Consulting and Gay Market News will keep you updated on all the latest gay marketing, GLBT community market research, LGBT travel and gay tourism, gay and lesbian communications, gay PR and gay advertising developments. Gay market insight is Out Now: Gay Marketing. Solved. OutNowConsulting.com GayMarketing101.com. All content on all Out Now websites (C) 2008 - Out Now. If you find any material you believe is subject to other copyrights here, other than allowed fair use for copyright purposes, please contact Out Now with details. Out Now Gay Market News -- Gay Marketing 101 gay market updates site. LGBT communications. Gay PR. Global gay PR marketing, gay public relations strategy, GLBT PR, LGBT issues training, gay advertising, LGBT market, lesbian and gay market research leaders, GLBT marketing. Gay Market News is Gay Marketing 101 - Out Now Gay Marketing, Advertising, Gay PR, Market Research. Travel Market. Training.Technorati blog directory gay market gay advertising gay marketing gay tourism gay travel pink dollar pink pound gay agency advertising marketing travel tourism gay lesbian gay and lesbian market research glbt lgbt communications community pink euro

For information and help with understanding key gay and lesbian marketing issues, to most effectively understand and meet the consumer needs of the lesbian and gay market, rely on the gay market experts, Out Now. Leading in the gay market since 1992.

Sunday, March 23, 2008

Canada Gay Market

Canada is seeing increasing numbers of companies targeting the gay consumer market. Read how the Bank of Montreal is a brand you can add to the list of companies chasing the pink dollar.

To contact Out Now, send us an email.
Gay market insight is Out Now: Gay Marketing. Solved. OutNowConsulting.com

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Ian Johnson, Out Now
March 23, 2008

Want to receive Gay Market News by email? It's easy--click here.

TOPICS: Gay money. Lesbian and gay market. Canadian gay and lesbian market. Bank of Montreal. Gay and lesbian marketing news. Gay market and finance. Brands targeting the lesbian and gay consumer market. Canada gay market.

There is no shortage of brands targeting the gay and lesbian market these days.

Now one of Canada's banks -- Bank of Montreal -- is embracing diversity in marketing as part of a strategy to target pink dollars in the gay market.

An interesting report from Canadian mainstream media explores how a new push by Bank of Montreal to target the gay and lesbian consumer market is part of a growing gay marketing trend in the Canadian market.

The lesbian and gay market is clearly one with a lot of appeal for this bank.

Read why in this report extract:

Reflecting a new image in banking -- why some big banks are investing in Toronto's gay community

For some of Canada's biggest banks, the colour of money is increasingly pink.

At a time when banking on diversity is all the rage on Bay Street, financial institutions are hastening their pursuit of gay, lesbian, bisexual and transgendered clients. That community is a market the industry estimates to be worth at least $75 billion across the country.

The Bank of Montreal (BMO) is among those vying for a bigger share and is stepping up its game in Toronto's gay village with a second branch, just in time for Pride Week in June.

A bronze statue of Alexander Wood, one of this city's most celebrated gay pioneers, flanks the new $1.1 million location at Church and Alexander streets. Perhaps in keeping with Wood's entrepreneurial legacy, it will also become the first BMO branch in Ontario to operate seven days a week.

That convenience factor is key to getting so-called "pink dollars" in the door, particularly those earmarked for wealth management, said Lily Capriotti, vice-president of BMO's GTA central district.

When it comes to the gay and lesbian community, the business case for diversity is undeniable, Capriotti said in an interview.

"Clearly when we look at the demographics of this group – they have higher education, higher income levels with more disposable income – we think that is an attractive market for us.

"In addition, we know that they are heavily involved in philanthropic activities and giving, which again, aligns with our corporate strategy at the bank."

Gay, lesbian, bisexual and transgendered investors represent only part of the total wealth management picture, but experts say they are a key demographic given their relatively high levels of disposable income.

When it comes to raising its own brand awareness in that community, BMO is leveraging the expertise of its employee-led gay and lesbian affinity group for advice on corporate strategy, key contacts and participation in various charity events.

BMO is not the only bank keen for this business. TD Bank, which began its gay and lesbian initiatives in 2004, is also trying to carve a bigger slice of the wealth management pie.

Ed Clark, president and CEO, has spoken candidly about ensuring those customers have a "comfortable experience" at TD.

"We want to be a place where employees and customers alike feel comfortable and supported in all their diversity – whether they are men, women, people with disabilities, gays, lesbians, or visible minorities," Clark told shareholders last year.

Canadian Imperial Bank of Commerce has also established an employee-led affinity group and supports gay and lesbian community programs.

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All content on all Out Now websites (C) 2008 - Out Now. If you find any material you believe is subject to other copyrights here, other than allowed fair use for copyright purposes, please contact Out Now with details. LGBT communications. Gay PR. Global GLBT marketing, gay public relations strategy, GLBT PR, LGBT issues training, gay advertising, LGBT market, lesbian and gay market research leaders, gay marketing. Gay Market News is Gay Marketing 101 - Out Now Gay Marketing, Advertising, Gay PR, Market Research. Travel Market. Training. Out Now Gay Market News -- Gay Marketing 101 gay market updates site.Technorati blog directory gay market gay advertising gay marketing gay tourism gay travel pink dollar pink pound gay agency advertising marketing travel tourism gay lesbian gay and lesbian market research glbt lgbt communications community pink euro

Thursday, March 20, 2008

Gay Advertising Not Offensive

A gay advertising campaign targeting homophobia has been ruled not to be offensive by the UK Advertising Standards Authority.

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Ian Johnson, Out Now
March 20, 2008

TOPICS: Gay advertising. GLBT market in UK. Gay advertising and marketing. UK gay and lesbian community. Gay marketing and advertising. Anti-gay homophobia. Gay advertising in UK ruled not to be offensive.

Gay Market News reported last month on the anti-homophobia gay advertising campaign running in the UK market.


As we reported, vandals had attacked some of the advertising billboards, by people who clearly need to heed the anti-homophobia message more than most.

But others took issue with the very existence of the advertising campaign, and claimed that the message was offensive to them.

I fail to see how the simple words used:

"Some People Are Gay. Get Over It."


are especially offensive.


Bold perhaps.

Even less than sophisticated.

But not offensive.


The UK Advertising Standards Authority is the body charged with the responsibility of hearing complaints from members of the public offended by advertising campaigns in the UK market.

The ASA ruling stated that: "Although some people might disagree with the advertiser's approach, the ad did not contain language or imagery that was likely to cause serious or widespread offence, or particular offence to heterosexuals or religious groups. The ad did not imply that heterosexual people were homophobic, and did not promote homosexuality as an attractive lifestyle choice, or as taking advantage of issues arising from children’s sexuality for political gain."

54 Complaints

Interestingly, 54 complaints in total were lodged alleging the gay themed advertising campaign was offensive.

Yet all complaints were ruled as not upheld in assessing whether reasonable members of the public would find the gay advertising anti-homophobia campaign offensive.

It is perhaps not entirely surprising that some people would choose to take offence at a gay advertising billboard asking people to accept homosexuality.

There are still some members of society for whom all things gay are likely to offend them at all times. No matter what the message.

Thankfully though, the people in that category are in an increasingly small minority -- and when it comes to the Stonewall gay rights advertising in question, the Advertising Standards Authority of the United Kingdom considers that this gay themed advertising campaign is anything but offensive.

In fact you might just argue that the allegations made in the complaints rejected by the ASA show the very reason why this advertising campaign was needed in the first place.

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For information and help with understanding key gay and lesbian marketing issues, to most effectively understand and meet the consumer needs of the lesbian and gay market, rely on the gay market experts, Out Now. Leading in the gay market since 1992.
Access market research and gay marketing at the leading edge -- gay marketing expert strategic advice from Out Now -- the experienced global strategic gay marketing, research and communications agency, specialized in targeting the lesbian and gay consumer market.

To contact Out Now, send us an email. Helping brands marketing & advertising to gays and lesbians. Out Now Consulting and Gay Market News will keep you updated on all the latest gay marketing, GLBT community market research, LGBT travel and gay tourism, gay and lesbian communications, gay PR and gay advertising developments. Gay market insight is Out Now: Gay Marketing. Solved. OutNowConsulting.com GayMarketing101.com. All content on all Out Now websites (C) 2008 - Out Now. If you find any material you believe is subject to other copyrights here, other than allowed fair use for copyright purposes, please contact Out Now with details. Out Now Gay Market News -- Gay Marketing 101 gay market updates site. LGBT communications. Gay PR. Global gay PR marketing, gay public relations strategy, GLBT PR, LGBT issues training, gay advertising, LGBT market, lesbian and gay market research leaders, GLBT marketing. Gay Market News is Gay Marketing 101 - Out Now Gay Marketing, Advertising, Gay PR, Market Research. Travel Market. Training.Technorati blog directory gay market gay advertising gay marketing gay tourism gay travel pink dollar pink pound gay agency advertising marketing travel tourism gay lesbian gay and lesbian market research glbt lgbt communications community pink euro

Out Gay Celebrities - Michael Stipe REM

To contact Out Now, send us an email. Gay market insight is Out Now: Gay Marketing. Solved. OutNowConsulting.com

Gay Market News has reported on the increasing number of gay celebrities who come out as gay. Ellen DeGeneres. Elton John. Rosie O'Donnell. Sir Ian McKellen. Jodie Foster. Now, you can add REM lead singer Michael Stipe to the list of gay out celebs.

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Ian Johnson, Out Now
March 20, 2008

Want to receive Gay Market News by email? It's easy--click here.

TOPICS: Gay and lesbian celebrities. Gay stars. Anderson Cooper. Ellen DeGeneres. Rosie O'Donnell. Elton John. Michael Stipe. REM lead singer, Michael Stipe, comes out as gay and grows growing list of openly gay celebrities.

The world of stardom and modern day celebrity continues to change for lesbian and gay celebs.

Whereas once it was considered almost impossible to be out as gay in the times of Liberace, things started changing some years ago, and the rate at which gay stars come out as gay seems to continue to accelerate.

Sir Ian McKellen came out as gay 20 years ago in 1988 -- at a time when many actors stayed resolutely in the closet.

Since that time gay stars such as Ellen DeGeneres, Sir Elton John and Rosie O'Donnell have joined him in a growing list of gay celebs unwilling to keep such an important part of themselves a secret. Jodie Foster came out as gay to Hollywood, and the world, just last December.

Jodie Foster and Anderson Cooper were famously pictured together as gay stars in the closet on a gay magazine cover before Ms Foster decided to announce she is gay.

Now another well known celeb can be added to the growing list of openly gay stars.

Micheal Stipe, lead singer of one of the music industry's leading bands of the past several decades -- REM -- can now be included as being an out gay star.

Stipe, 48, feels comfortable now telling the world he is gay.

"It was super complicated for me in the '80s," said Stipe. "I was totally open with the band and my family and my friends and certainly the people I was sleeping with. I thought it was pretty obvious. Now I recognise that for public figures to be very open about their sexuality helps some kid somewhere. I didn't always see that. But I see now, of course that's the case, of course that's needed. I'd just never felt strongly enough about a particular relationship to say, 'Yeah, he's my boyfriend, that is what it is.' "

Michael Stipe's remarks are important for acknowledging that gay celebrities coming out as openly gay can be responsible for putting positive gay role models into the public arena, in a way that helps young gays and lesbians.

Being gay can sometimes be difficult for many young people to understand as they come to terms with their own sexual orientation, but the presence of out gay public figures -- such as the lead singer of a musically very significant rock band -- as positive role models to younger gays and lesbians is most definitely something to be applauded.

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All content on all Out Now websites (C) 2008 - Out Now. If you find any material you believe is subject to other copyrights here, other than allowed fair use for copyright purposes, please contact Out Now with details. LGBT communications. Gay PR. Global GLBT marketing, gay public relations strategy, GLBT PR, LGBT issues training, gay advertising, LGBT market, lesbian and gay market research leaders, gay marketing. Gay Market News is Gay Marketing 101 - Out Now Gay Marketing, Advertising, Gay PR, Market Research. Travel Market. Training. Out Now Gay Market News -- Gay Marketing 101 gay market updates site.Technorati blog directory gay market gay advertising gay marketing gay tourism gay travel pink dollar pink pound gay agency advertising marketing travel tourism gay lesbian gay and lesbian market research glbt lgbt communications community pink euro

Monday, March 17, 2008

GLAAD Media Awards

The Gay and Lesbian Alliance Against Defamation has been responsible for one of the most glamorous A-list celebrity gay events. The annual GLAAD media awards gets a lot of media attention as a result. Now comes news that US cable network Bravo is to televise the proceedings from this year's GLAAD media awards.

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Ian Johnson, Out Now
March 17, 2008

TOPICS: GLAAD Media Awards. Gay and Lesbian Alliance Against Defamation. Gay and lesbian representations in advertising and media. Bravo TV cable network. GLAAD Media Awards to be televised on Bravo TV.

GLAAD is an acronym standing for the Gay and Lesbian Alliance Against Defamation - a US based gay rights media watchdog and lobbying organization.


It describes itself as "dedicated to promoting and ensuring fair, accurate and inclusive representation of people and events in the media as a means of eliminating homophobia and discrimination based on gender identity and sexual orientation."

Each year since 1990 the organization has presented an annual media awards honouring outstanding work in the fair and representative portrayal of lesbian and gay people in US media.

Regular readers of Gay Market News would recall that last year GLAAD found itself the subject of strong criticisms from an unlikely source - the gay and lesbian media itself.

Now today comes news that GLAAD is to telecast its annual Media Awards on a national TV channel in the US media market, and that channel is not last year's TV partner Logo gay TV, Viacom's gay and lesbian TV network.

The Gay & Lesbian Alliance Against Defamation - GLAAD today announced an exclusive agreement with Bravo, its new broadcast partner, which will telecast the 19th Annual GLAAD Media Awards later this year, which will be the first time since the awards began in 1990 that they are broadcast on a nationally available TV network.

That network? It's Bravo TV.

"Bravo has an already proud record of featuring groundbreaking gay and lesbian programming, and the broadcast of the 19th Annual GLAAD Media Awards on Bravo will be historic not just for GLAAD, but for the entire lesbian, gay, bisexual and transgender movement for equality," GLAAD President Neil G. Giuliano said today.

The 19th Annual GLAAD Media Awards, are sponsored by Absolut Vodka and IBM, and are being held in New York tonight at the Marriott Marquis. There are also GLAAD Media Awards events held in South Florida at the Seminole Hard Rock Hotel & Casino on Saturday, April 12; in Los Angeles on Saturday, April 26 at the Kodak Theatre; and in San Francisco on Saturday, May 10 at the San Francisco Marriott.

The broadcast of the combined GLAAD Media Awards ceremonies will be on Bravo TV at a date later this year.


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For information and help with understanding key gay and lesbian marketing issues, to most effectively understand and meet the consumer needs of the lesbian and gay market, rely on the gay market experts, Out Now. Leading in the gay market since 1992.
Access market research and gay marketing at the leading edge -- gay marketing expert strategic advice from Out Now -- the experienced global strategic gay marketing, research and communications agency, specialized in targeting the lesbian and gay consumer market.

To contact Out Now, send us an email. Helping brands marketing & advertising to gays and lesbians. Out Now Consulting and Gay Market News will keep you updated on all the latest gay marketing, GLBT community market research, LGBT travel and gay tourism, gay and lesbian communications, gay PR and gay advertising developments. Gay market insight is Out Now: Gay Marketing. Solved. OutNowConsulting.com GayMarketing101.com. All content on all Out Now websites (C) 2008 - Out Now. If you find any material you believe is subject to other copyrights here, other than allowed fair use for copyright purposes, please contact Out Now with details. Out Now Gay Market News -- Gay Marketing 101 gay market updates site. LGBT communications. Gay PR. Global gay PR marketing, gay public relations strategy, GLBT PR, LGBT issues training, gay advertising, LGBT market, lesbian and gay market research leaders, GLBT marketing. Gay Market News is Gay Marketing 101 - Out Now Gay Marketing, Advertising, Gay PR, Market Research. Travel Market. Training.Technorati blog directory gay market gay advertising gay marketing gay tourism gay travel pink dollar pink pound gay agency advertising marketing travel tourism gay lesbian gay and lesbian market research glbt lgbt communications community pink euro

Saturday, March 15, 2008

Air New Zealand Pink Flight

Gay Market News reported recently on the plans for Air New Zealand to promote a gay market themed Pink Flight to this month's Sydney Gay and Lesbian Mardi Gras from San Francisco. Want to find out how the flight went? Read on.

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Ian Johnson, Out Now
March 15, 2008

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TOPICS: Gay and lesbian travel market. Gay marketing. GLBT tourism marketing. Airlines. Kathy Griffin. Gay marketing stereotypes. Air New Zealand. Air NZ. Pink Flight. Gay travel Sydney to San Francisco. Air New Zealand gay marketing initiative. Pink Flight San Francisco to Sydney for annual Sydney Gay and Lesbian Mardi Gras. Air New Zealand Pink Flight targeting gay market appears to pay off for the airline..

Gay Market News reported recently on the Pink Flight to Sydney's annual Gay and Lesbian Mardi Gras being flown down to Sydney from San Francisco in a gay travel market initiative by Air New Zealand.

As we wrote back in September about this gay themed pink marketing flight there will always be some who will knock any bold new marketing initiative such as Air New Zealand's.

But it is the cold hard reality of sales in the gay market place that is the only true arbiter for what is the best market course of action to pursue in gay marketing in 2008.

And the Air New Zealand flight seems to have (almost) passed that test with flying colours.

There were reportedly some 50 seats left unsold out of the 300 on the flight.

That may suggest that this first Pink Flight might not yet have found the most effective ways to communicate with a large enough market, although the fact that the airline sold 250 seats to passengers on a previously untried marketing concept means they may have uncovered a gay market niche within a niche. There may well be many, many more than 250 tickets up for grabs if the airline can work out how to increase the effectiveness of its gay communications strategies to market its product to its target audience.

There clearly exists a segment of the gay market tapped into by Air New Zealand for whom disco classics and gay movies, served with a touch of drag and a generous helping of camp adds up to a flight offer they will willingly pay for.

Reports on the flight do suggest that those from the target gay travel market audience who flew with Air New Zealand to Sydney this month got exactly what they were promised from the airline.

The entertainment consisted of drag queens, gay themed in-flight movies and US entertainer and celebrity, Kathy Griffin.

The fact that Kathy Griffin running shirtless through the aisles of an Air New Zealand flight is not my idea of gay marketing heaven is absolutely not the point.

What is the gay marketing point though is that an Air New Zealand plane from San Francisco should be full on a pre-Mardi Gras flight down to Sydney, most especially one that is specifically targeting the gay and lesbian travel market.

What the airline needs to do is pat itself on the back first - there is clearly a viable gay market out there for an entertainment driven gay-themed airline product for Air New Zealand to develop to target the US gay travel market.

Then Air New Zealand needs to sit down and critically and honestly assess its gay marketing and communciations strategies to work out how to make sure that if their Pink Flight from Sydney to San Francisco flies again next year, it will fly full.

It is only to be repeated that Air New Zealand and its marketing team should be applauded for taking bold steps to create a new gay market themed product in such a strong way. There clearly exists a segment of the market for whom gay entertainment like drag queens and Kathy Griffin works.

The airline should also assess its entire gay marketing strategy in an holistic sense too, as the research Out Now undertakes suggests that the gay market cannot be pigeon-holed into just one box, and that effective gay marketing requires a clear understanding of how to position the brand to meet the needs of as many consumers within the gay market as possible.

The challenge for Air New Zealand is really to ascertain whether their Pink Flight has uncovered the tip of a gay market iceberg they can uncover more of through better gay marketing and gay communications strategies, or whether the US gay market is better reached through a different, or a range of strategic marketing approaches.

Gay marketing success does not always come easy, nor always first time, but we urge the airline to look at what went well in their new gay marketing initiative, and analyze honestly what they can do better, to create a more refined gay marketing strategy.

The Pink Flight may or may not be an important part of it as Air New Zealand considers how to grow their brand in the lucrative gay market space for airline travel.

DISCLOSURE: Out Now has worked with Air New Zealand in the past as well as Qantas, United, KLM and Lufthansa on developing gay targeted marketing campaigns, although we were not engaged to work on the recent Air New Zealand Pink Flight.

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To contact Out Now, send us an email. Gay market insight is Out Now: Gay Marketing. Solved. OutNowConsulting.com
All content on all Out Now websites (C) 2008 - Out Now. If you find any material you believe is subject to other copyrights here, other than allowed fair use for copyright purposes, please contact Out Now with details. LGBT communications. Gay PR. Global GLBT marketing, gay public relations strategy, GLBT PR, LGBT issues training, gay advertising, LGBT market, lesbian and gay market research leaders, gay marketing. Gay Market News is Gay Marketing 101 - Out Now Gay Marketing, Advertising, Gay PR, Market Research. Travel Market. Training. Out Now Gay Market News -- Gay Marketing 101 gay market updates site.Technorati blog directory gay market gay advertising gay marketing gay tourism gay travel pink dollar pink pound gay agency advertising marketing travel tourism gay lesbian gay and lesbian market research glbt lgbt communications community pink euro

Friday, March 14, 2008

Civil Partnerships - Australia

Did the election of a new government in Australia last November mean that gays and lesbians living in Australia might one day soon look forward to the introduction of gay civil unions? Or is gay equality in Australia likely to get swamped by politics? Again.

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Ian Johnson, Out Now
March 14, 2008

TOPICS: Gay and lesbian civil unions. Australia. Gay marriage. Kevin Rudd. Australian Labor Party. Bob Brown. Greens Party. ALP gay rights. LGBT equality. Australian gays and lesbians and civil unions. UK Civil Partnerships.

Gay Market News has been reporting for several years now on the slow but inexorable growth of equality for the world's lesbian and gay citizens.

From the advent of full gay marriage in places as diverse as Belgium, the Netherlands, Canada, Spain, South Africa and even the US State of Massachusetts -- to other jurusdictions where gay men and lesbians can enter into so-called 'civil unions' or as they are known in the UK Civil Partnerships.

The name of civil unions, or civil partnerships or gay marriage is important, but not as much as is the legal status afforded by such arrangements, and the public statement such unions can make.

What is paramount in each case is that the State is respecting the integrity, equality and validity of gay and lesbian relationships in addition to providing legal rights and sanctions that then attach to such lesbian and gay partnerships.

It seems increasingly likely that as more places such as Spain, Ireland and even Italy -- countries with strong Catholic heritages -- also join the list of countries and provinces allowing for some form of gay weddings, more countries will naturally follow suit.

One such country is Australia.

Following a change of government in 2007, Australia is now led by a left of centre Labor Party. That party looks very different in government than did its predecessor led by the strongly conservative John Howard.

John Howard had intervened in the past to overturn attempts by the Australian Capital Territory (ACT) provincial government to introduce a form of civil unions to the Australian mainland for the first time.

Kevin Rudd has said he will not do this, and there are moves in the ACT to push ahead with a civil partnerships scheme.

Politics though, as with much in life, is rarely simple.

It now seems that the federal Australian Labor government of Kevin Rudd will allow gay civil partnerships but not if there is a ceremony attached to the process of registering such gay civil partnerships.

In pandering to right wing opinion on the issue of celebrating one's own nuptials publicly, Kevin Rudd risks seeing his own political honeymoon drawn short by those to whom he wishes to deny their pre-honeymoon right to publicly celebrate their gay civil unions with family and friends. To do that seems nothing but mean-spirited and nasty in the extreme.

Sorry Mr Rudd, but you are running on an issue here where you are highly likely to lose my re-election vote.

Forgive me for being less than whelmed by this, but if the point of civil unions is reduced only to the taxation and legal implications then politicians have largely missed the point of marriage, of whatever name or hue.

When people take the step to marry they are making a life-affecting decision which is for them a major event. Sure, it comes with legal and financial implications attached, but the process of formalising a relationship is not primarily to do with tax or legal matters.

It is all about love.

The alternative currently proposed by the Australian government seems to be akin to being asked to fill in a form to file for a permit or a licence with the local council.

Frankly, it feels to me like being asked to apply for a licence to register a pet -- and that is not only an offensive analogy I draw, it also bears no link whatsoever with the emotions involved within a loving long-term relationship between two people. Whether gay or not.

Having civil unions without a ceremony is for many people just what they would like in any case, but, based on the gay wedding my partner and I attended as guests in 2006 in Germany, the ceremony for many gays and lesbians can be a vital moment in their own lives, and a highly emotional component of the whole process of choosing to enter into a civil union with their partner.

The only political leader in Australia that I have heard use terms like 'love' to describe gay relationships has been Bob Brown, that country's Greens leader and senator.

Imagine the outcry were heterosexuals who chose to use a registry office for their marriage rather than a church to be told by their government they could file their marriage papers, but were expressly forbidden from making any formal commitment in public at the same time, with witnesses and their friends in attendance.

Gays and lesbians have been meeting and falling in love for centuries, and to say to them now that it is okay to get hitched, but not in public, feels very much like building an officially state sanctioned closet for gays and lesbians to crawl back into.

Rudd Labor needs to think carefully on this if it wants to avoid being seen internationally as a conservative government like its predecessor.

I for one think that this does not look like equality, it looks like politics -- and hope that the Rudd Labor government will realise that a majority of Australians think so too.

Penny Wong -- Australia's first openly gay government minister -- might hopefully have different views to her ALP leader on this?

Time will tell.

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Thursday, March 13, 2008

Palm Springs Summer LGBT Marketing

The US Palm Springs area has been a popular tourism destination for Hollywood. Recent efforts have been made to better position Palm Springs for the LGBT market. A new Summer gay travel marketing campaign is about to get underway.

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Ian Johnson, Out Now
March 13, 2008

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TOPICS: LGBT market. Palm Springs gay travel marketing campaign. New gay and lesbian travel marketing campaign launched by Palm Springs destination in the US gay travel market. New gay marketing campaign planned for gay travel and tourism market in Palm Springs, US gay travel market.

Palm Springs is a city with a lot of gay tourism marketing appeal.

Hollywood has for years used Palm Springs as a getaway. Stars from Lucille Ball to Liberace in the 1960s and 1970s were part of giving the area its Hollywood getaway status.

Palm Springs has in more recent years set about increasing its appeal to the lesbian and gay travel market.

Now comes news that a campaign is about to get underway to strengthen the area's pull on the multi-billion valued LGBT travel and gay tourism market during Summer -- in what is for the area its traditional off-season.

Here is an extract from local news reporting on the new Palm Springs gay travel market campaign planned for this Summer.

Gays marketing summer tourism with 'Palm Springs Summer Splash! 2008'

PALM SPRINGS - The Desert Gay Tourism Guild is pitching a new summer advertising campaign. It's called "Palm Springs Summer Splash! 2008." The promotion involves special offers and events from June 1 through Aug. 31.

"Famous for its sunny winter weather, Palm Springs used to slow down for the summer," says one ad designed in sienna hues with a watery splash.

Guild president Jill Pentrack said the campaign created for members of the Desert Gay Tourism Guild by (Michael Green, co-owner of Triangle Inn), INNdulge owner John Williams and East Canyon Hotel owner Richard Weiss has been well-received.

It will involve direct-marketing strategies, e-mailings and placement of collateral materials in small and large hotels, attractions, restaurants and other entertainment venues. It consists of print and Internet ads.

Mary Jo Ginther, executive director of Palm Springs Bureau of Tourism, said the campaign ties many elements of tourism and attractions together. It represents a low-cost way to co-op hospitality marketing, she said.

It's grassroots marketing at its best, Williams added.

"We all need business in the summer," he said. "Hawaii used to have terrible summers until it started marketing to families. Now, August is one of their busiest months."

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