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Jaguar Launches Campaign Targeting Gay Consumers
U.S. Newswire ^ | December 17, 2002

Posted on 12/17/2002 11:54:35 AM PST by 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


TOPICS: Activism/Chapters; Business/Economy; Culture/Society; News/Current Events
KEYWORDS: advertising; alternative; antifamily; antimarriage; automobile; bisexual; business; buttknockers; cars; celebratesin; farding; ford; gay; gaycars; gerbils; gereshiftknob; homosexual; homosexualagenda; homosexualvice; industry; jaguar; lesbian; liberal; lifestyle; marriage; media; phalliccompensation; queermobile; rainbowstickers; romans1; sexualperversion; speedbumps; transexuals; transvestites; transyvanians
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To: new cruelty
14 million consumers

Methinks they are dreaming. There might be as many as 1/3 that number who are actively and openly in this culture and would be interested in this targeted product approach. And if they do it wrong they could alienate alot of other people, too.

Ever since Ford bought Jaguar, the new Jaguars look like a Taurus with a few more curves. And since Chrysler bought Mercedes, the new Mercedes sedans look like some silly immitation of a full-size Chrysler. They have no distinctiveness anymore, hence the crummy sales figures.

81 posted on 12/18/2002 10:44:28 AM PST by webstersII
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To: Dead Dog
He petrified with fear and thinking he's going to die. <

ROFL !! Hey -- not ALL women drive like idiots !

82 posted on 12/18/2002 10:56:08 AM PST by twyn1
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To: Capriole
Oh, Subarus are good cars. Subaru didn't start marketing the car to lesbians...lesbians just liked them for some reason...so, they picked up on it and apparently it's worked for them.
83 posted on 12/18/2002 11:06:59 AM PST by HumanaeVitae
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To: Capriole
"Damn, I wish someone had mentioned this to me before I bought one."

Oh well...looks like you'll just have to come out of the closet as a male lesbian.

84 posted on 12/18/2002 11:08:45 AM PST by HumanaeVitae
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Comment #85 Removed by Moderator

To: new cruelty
I hope they get rear-ended on this campaign.
86 posted on 12/18/2002 11:15:52 AM PST by rvoitier
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Comment #87 Removed by Moderator

To: TonyRo76
Your hubby sounds like a pretty smart guy...I'd say he's a keeper ;)

Absolutely!

88 posted on 12/18/2002 12:53:16 PM PST by afraidfortherepublic
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To: HumanaeVitae
looks like you'll just have to come out of the closet as a male lesbian.

Hopeless. I'd never pass as a male anything.

That does it--I'm going to trade the Lesmobile in on an F-250 x-cab with a trailer hitch in the middle of the loadbed.

89 posted on 12/18/2002 8:14:54 PM PST by Capriole
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To: Capriole
Or maybe this?
90 posted on 12/18/2002 8:21:18 PM PST by FreedomCalls
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To: FreedomCalls
No, it's cute but around here a Hummer is a sort of Yuppie-mobile, what a Jeep Wagoneer was 15 years ago. I'm a country woman and I need something to haul horses with, + their accoutrements, hay/straw, manure, fill, whatever. Thanks for the suggestion, though--I'll show it to my kid and he'll go nuts (we haven't seen a red one before).
91 posted on 12/19/2002 8:46:17 AM PST by Capriole
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To: Capriole
First, I'm sorry I assumed you were a man...the internet *is* anonymous. Second...not everyone who drives a Subaru is pegged as a lesbo...wow, now I feel bad.

But, hey facts are facts. Those Martina Navratalova/LPGA commercials were put out for a reason...

92 posted on 12/19/2002 11:38:10 AM PST by HumanaeVitae
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To: webstersII
*And since Chrysler bought Mercedes*

Actually, that's the other way around. All future Chrysler vehicles shall be built from rejected Mercedes parts.
93 posted on 12/20/2002 10:20:41 PM PST by Merc
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