AdWeek Praises Out Now Gay Advertising

Out Now has enjoyed receiving favorable recognition from various directions over the years. Now, leading US trade publication - AdWeek.com - recognizes our work in creating effective lesbian and gay advertising.


Ian Johnson, Out Now
March 25, 2009

TOPICS: Lesbian and gay advertising. LGBT marketing. Out Now. Amro Worldwide. AdWeek. US advertising industry publication recognizes Out Now gay advertising campaign for UK based client.

Nowadays, traditional approaches to advertising are going the way of the dodo.

Out Now has recognized this, and we consistently adopt leading-edge strategies to make sure our clients achieve the maximum results for their investment in gay marketing activities.

One of our campaigns for UK based gay tour operator - Amro Worldwide - has received high praise from the leading US industry publication Adweek.

In a recent online posting, the publication called Out Now's "So Gay" campaign advertising for Amro "the year's most talked about tourism ads."

High praise we gratefully accept. It is nice when hard work gets noticed. Especially gratifying when it is on such a successful campaign as this one.

Gay media attention

This caught the attention of the leading UK gay online media site PinkPaper.com who reported:

Millions see AMRO's 'So Gay' ad

The world’s leading advertising magazine has dubbed a British gay ad campaign as the “most talked about tourism ad” of 2008.

Adweek has praised the posters for queer British firm Amro Worldwide which used the tagline “So Gay” to promote US destinations.

They appeared in two London underground stations beside the escalators and would have reached 2 million people. But because they caused such controversy, millions more got to hear about them.

South Carolina governor, Mark Sanford, inadvertently boosted the profile of the campaign, when he criticised it.

Out Now's Social Media Web 2.0 Management

These days, our role delivering Out Now 'world's best' gay marketing agency services requires a far wider view of 'media' than was the case in years past.

With the Out Now strategy for Amro, we managed a fast-moving story for the client, with appropriate and ongoing media insertions both via traditional mainstream media journalist interviews but also, very importantly, by way of comments made at online articles, blogs, and social media sites.

This was far from the traditional view of 'advertising' and PR - but was critical to making sure that our client's - and our own - position on the issue was being heard.

This was needed to make sure the facts got out, especially as the authorities that approved the ads, began to backtrack from their position by way of statements we knew to not be true.

Not the most pleasant environment in which to work, but one in which we found ourselves and we delivered great gay market outcomes for our client, as a result of our staying on the story all the way through.

"So Gay" Market Outcomes

In February 2009, Andrew Roberts, CEO of Amro Worldwide reported that the company had just closed out their "busiest January ever" - and, as a direct result of the Out Now rebranding and marketing campaign for them, had achieved in just fourteen weeks their entire previous year's turnover.

The results - as they say - speak for themselves.

Tomorrow we will post Part 2 to this backgrounder update to the "So Gay" story.

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

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To learn how to get lesbian and gay marketing strategy right -- rely on gay marketing expert strategic advice from Out Now -- the leading experienced global strategic gay marketing, research and communications agency.