Vague or explicit LGBT campaigns?

 by David Renner, FH OutFront

Recently I wrote about the potential of the LGBT target group and about the characteristics which all members of this diverse community have in common. In this post I want to present you two advertising strategies to target gay consumers via mainstream media and discuss some problems or reservations that are related with these strategies.

Generally, before talking about strategies I define a gay marketing campaign as all communicational messages targeting gay consumers by implicit or explicit homosexual references. This can vary from vaguely implying of a same-sex attraction, to an undisguised promoting of gay imagery. This is a very easy distinction but you can classify every gay advertising campaign along this dimension.

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