LGBT MARKETING MWW EXPERTISE
The lesbian, gay, bisexual and transgender (LGBT) community is synonymous with creating impact and driving influence. Today more than ever, brands and corporations are seeking to break into this highly-coveted marketplace. Cultural and political changes surrounding the LGBT community have dictated a new form of LGBT marketing. The result? A new approach, centered on multi-layered campaigns that are engaging and worthy of conversation, increasing relevancy for your brand. We’re one of the largest PR firms to have a specialized, targeted LGBT practice, and our resources span an entire network of LGBT influencers and organizations. We know how to make meaningful contact with the audience you want to reach. Our authentic, personalized campaigns mobilize activators within the community to evangelize your brand and influence the mainstream.
The LGBT community by the numbers: $790 BILLION IN SPENDING POWER source: Witeck Communications
71% OF LGBT ADULTS SAID THEY ARE LIKELY TO REMAIN LOYAL TO A BRAND THEY BELIEVE TO BE FRIENDLY AND SUPPORTIVE source: Harris Interactive
47% OF LGBT ADULTS ARE MORE LIKELY TO CONSIDER A BRAND THAT HAS TAILORED AN AD TO THEM source: Harris Interactive
© 2014 MWW GROUP, ALL RIGHTS RESERVED | SPRING 2014
Our LGBT marketing services include: • • • • • • • • • • •
Branding and Identity Crisis Communications Employee Communications Festivals and Street Fairs Grassroots Intercept Influencer Events Marketing to LGBT Community Media Relations Media Training On-Premise Experiential Events Sponsorship Activation
WE’RE THE AGENCY THAT… • Worked with New Jersey United for Marriage, the campaign dedicated to winning marriage for all couples in New Jersey, to legalize same-sex marriages throughout the state. Kicking off with a rally in Asbury Park that generated widespread media attention, the campaign eventually went on to influence the Senate to overturn an existing veto by the Governor of a bill allowing same-sex marriage in New Jersey. • Generated widespread press attention for Air New Zealand’s “Love is in the Air” flight, which hosted the first legallyrecognized same-sex wedding in New Zealand. The event garnered national and international publicity for the event while dominating social conversation. • Launched a groundbreaking new television series, “Orange is the New Black,” to the LGBT influencer market to drive awareness and discussion surrounding the real-life issues facing the LGBT community. The show previewed to rave results in the screenings and generated buzz across influential LGBT media platforms. • Worked with United for Equality in Sports and Entertainment to assemble and manage the LGBT plank of International Human Rights Day at the United Nations. Sports icons, including Martina Navratilova and Jason Collins, along with global activists and the moderator for the event, MSNBC anchor Thomas Roberts, were secured to appear on behalf of the campaign, resulting in one of the most visible LGBT campaigns in the U.N.’s history. • Elevated the “OUT 100 Awards Party” by turning it into one of the hottest influencer parties of the season. By securing attendance from the OUT 100 nominees, among other stars, and hosting onsite activations on behalf of a variety of trendy brands, the event was one of the most talked about social events in NYC. Over one billion media impressions were secured for the event, which the sales force used as a measurement of success for event sponsors such as Buick and Macy’s.
For more information, please contact:
Stephen Macias
Senior Vice President / National LGBT Practice Lead 310-986-6311 / smacias@mww.com / www.mww.com
© 2014 MWW GROUP, ALL RIGHTS RESERVED | SPRING 2014