Jaguar Launches Campaign Targeting Gay Consumers

U.S. Newswire ^ | December 17, 2002

[new cruelty]

IRVINE, Calif., Dec. 17 /U.S. Newswire/ -- Jaguar North America today announces that it is launching an integrated marketing and advertising campaign to specifically reach gay, lesbian, bisexual and transgender (GLBT) consumers. The Jaguar campaign is part of a comprehensive strategy developed by Ford Motor Company's Global Marketing organization. The campaign will target GLBT consumers in the New York and Los Angeles metropolitan areas.

Jaguar and Ford Motor Company are actively pursuing this niche market of more than 14 million consumers, with a buying power estimated to be more than $450 billion, by developing a tailored message to speak directly to this consumer segment. This campaign builds upon previous Jaguar marketing initiatives towards the GLBT community, which include past sponsorship of the Gay and Lesbian Against Defamation (GLAAD) Media Awards in 2001 and 2002.

"In recent years, Jaguar has targeted gay consumers on a smaller scale and found the brand is very appealing to this segment," said George Ayres, vice president of Marketing for Jaguar North America. "We look forward to expanding our outreach by establishing more of a presence in this community and earning the consumer's loyalty."

Jaguar, Ford's Global Marketing organization and Witeck-Combs Communications, a strategic marketing and public relations firm specializing in the GLBT market, developed the comprehensive strategy. Consumer insights gained through a proprietary online market research study of more than 1,000 GLBT and 1,000 general population consumers formed the basis of the strategy.

"Ford Motor Company is proud of its commitment to its diverse customer base, which includes gay, lesbian, and bisexual consumers," said Jan Valentic, Vice President of Global Marketing at Ford Motor Company. "This commitment is evident in our corporate policies, benefits, and employee programs and should also be connected to the consumer marketplace in a meaningful way."

The campaign features print advertising and marketing programs tailored to this consumer. Print ads were created by Prime Access Inc. of New York and will run primarily in national GLBT publications, including "Out" magazine and "The Advocate." Print ads will start to run in December 2002 and continue until April

[Physicist]

Who can resist the epithet "Faguar"?

[Abcdefg]

Something about the seats . . .

[new cruelty]

yikes. not in this day and age.

[jjm2111]

They should copy Volkswagen's. It seems to be working real well.

[Doug Loss]

So they'll only come in pink?

[new cruelty]

a pink one none the less.

[new cruelty]

every color of the rainbow, im sure.

[clintonh8r]

Where I live the Miata and the Wrangler seem to be the vehicles of choice for the "diverse customer base."

[APBaer]

bisexual consumers....

So, Mr. Salesman, do the car doors open *BOTH* in and out?

[BikerNYC]

That's it! I'm canceling my order for an XKR convertible.

[billhilly]

Excellent.

They suck and the stick shift is not only functional, it is edible.

[Black Powder]

Shifter now located in driver's seat.

[dtel]

I thought prissy british fags were all that drove them anyway.
I'll be damned, learn something new every day.

[new cruelty]

lol,

this car is equipped with a stick shift for every passenger.

[afraidfortherepublic]

That does it! Guess I'll have to give up my life-long dream of owning a Jag! I don't fit the niche.

[toenail]

What movie was about the suddenly-honest advertising guy [Dudley Moore?]? "Jaguar: For Men Who Like To Get Hand Jobs From Beautiful Women They Hardly Know." The movie might need to be updated. "Jaguar: For Wookies Who Want To Get It On."

[jjm2111]

I forgot those.

[HumanaeVitae]

Subarus have been so successfully marketed to lesbians (notice the Martina Navratalova ads, along with various LPGA pros) that they're commonly referred to as "Lesbarus"...