Around the Net

UK Advertisers Targeting LGBT Community

In the week that the first same-sex marriages took place, brands are launching advertising campaigns that target LBGT consumers. Moss Bros. has responded to being, what is calls "overindexed" -- with gay and bisexual men in social media by launching creative featuring Union J band member Jaymi Hensley and his fiance, Olly Marmon. Stolichnaya is hoping to counter a negative reaction to Russian discriminatory laws by developing a strategy that will placing gay drinkers in future adverts. VisitBritain is about to launch its first LGBT campaign entitled "Love is GREAT," which aims to attract American tourists. This advertising trend is already evident in the USA where Coca-Cola featured a gay couple in a Super Bowl advert for the first time recently, as did Chevrolet throughout the Sochi 2014 Winter Olympics. Charity Stonewall estimates the LBGT community is worth GBP96m in the UK each year, and research by Nationwide Building Society revealed two in three consumers would be drawn to companies supporting LGBT groups.


Read the whole story at Marketing Week »

Next story loading loading..