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Is Coke gay friendly or not?
Posted by: Mike Wilke
Coca-Cola earned a perfect 100 from the Human Rights Campaign in the US and just debuted a commercial in the UK featuring a gay wedding. But it cut the wedding scene for the commercial in Ireland and has chosen to sponsor the winter Olympics in Russia, which is coming under heavy fire for its new anti-gay law and indifference to homophobic violence.



James Franco Dropped By Advertising Campaigns Over His Gay Themed Films

Posted by: Adam Stazer
http://www.back2stonewall.com/2013/03/james-franco-dropped-advertising-campaigns-gay-themed-films.html

In a red carpet interview last week at SXSW, James Franco suggested that he has been dropped from three advertising campaigns due to his involvement in two gay-oriented films he put out at Sundance, and not due to his image as the companies reported. He produced Kink and co-directed and starred in a forthcoming Travis Matthews film, Interior.Leather Bar. Franco suggested that this exemplifies the homophobia that still exists in American media. As many advertisers have already begun to notice, gays and lesbians will only continue to become an increasingly visible part of American society. While the exact reason for Franco having been dropped from these campaigns is unclear at this time, the depiction of raw gay sexuality as portrayed in these films was no doubt part of the conversation. Other explicit films depicting heterosexual sex rarely if ever raise an eyebrow among the public, and neither should these.



Gay-Themed Ads Are Becoming More Mainstream

Posted by: Danielle
http://www.huffingtonpost.com/2013/03/06/gay-themed-ads-mainstream-_n_2821745.html?ncid=edlinkusaolp00000003

Above is an article posted by the Huffington Post regarding the new Kindle ad that features a gay couple. I've been delighted to see this Kindle commercial running fairly often. What Kindle did really well in this ad was incorporate a gay couple into a story line that didn't center around their orientation. They essentially normalized this couple and more importantly they weren't necessarily the punchline. This is the best type of integration for LGBT couples in advertisements because it doesn't play off their perceived differences as a joke. Eventually more same-sex couples will seamlessly be incorporated into advertising, and it’s novelty will wear off with every ad (which the article refers to a bit as ‘going mainstream’), but that’s simply the process of normalization which I think should be the ultimate goal.



Commercial Closet Resources

Case Studies/White Papers

CMI's 3 steps to cost-effectively reach and serve the Gay & Lesbian Community

Community Marketing, Inc.

One-Third of LGBT Would Switch Auto Insurance If New Carrier Offers Domestic Partner Benefits To Employees

Harris Interactive and Witeck-Combs Communications

When asked what reasons they might use for switching their auto insurance from one company to another, a third (33%) of self-identified gays and lesbians said that offering domestic partner benefits to its employees would be one of their top three reasons they would change providers and take their business to another insurance carrier. The new nationwide survey of 2,514 U.S. adults, (ages 18and over), of whom 303, self identified as gay or lesbian (which includes an over sample of lesbian, gay, bisexual and transgender adults), was conducted online between January 15 and 22, 2008, by Harris Interactive(R), a global market research and consulting firm, in conjunction with Witeck-Combs Communications, Inc., a strategic public relations and marketing communications firm with special expertise in the GLBT market.

Philadelphia: Get Your History Straight and Your Nightlife Gay®

Greater Philadelphia Tourism Marketing Corporation

In November 2003, the Greater Philadelphia Tourism Marketing Corp. (GPTMC) joined a very short list of cities around the world to officially “come out” as a gay-friendly destination. In an effort to capture its share of the $54.1 billion gay travel market, Philadelphia introduced Philadelphia. Get Your History Straight and Your Nightlife Gay®, in November 2003. Since that time, the Greater Philadelphia Tourism Marketing Corporation has spent $1.6 million towards gay and lesbian travelers.

Understanding the Gay, Lesbian, Bisexual and Transgender Market and How it Influences Marketing Communications

Judy Ricker,Vice President, Group Leader, Harris Interactive Marketing Communications Research (MCR) and Bob Witeck,CEO, Witeck-Combs Communications, Inc.

The buying power of the gay, lesbian, bisexual, and transgender (GLBT) market is currently estimated at over $450 billion–and growing. Today, marketers are taking notice and devising marketing communications strategies that seek to maximize loyalty and affinity within this critical segment. This study investigates how both GLBT and General Population audiences respond when exposed to five advertisements that include GLBT-related themes or characterizations. The results demonstrate both the positives and negatives these efforts yield within both groups, and point to the balance marketers must find with GLBT-targeted communications. Moreover, this study demonstrates the vital role advertising research will play in achieving this balance.

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