"I don't want no banana in my tailpipe"
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
They should be targeting the BLT friendly market!
Damn, I wish someone had mentioned this to me before I bought one. I never noticed any ads aimed at lesbians; I just knew I wanted a car I could take into muddy fields when reenacting, haul lots of horse equipment around in, and still get reasonable gas mileage. So I bought an Outback wagon, and it's been great. But lesbians?! Who'd a thunk it? Why do lesbians need Subarus?
And I have noticed the "men are idiots" and the "we don't need no stinkin' Dad" aspect in commercials -- just another subtle way to disintegrate the family (or are we all getting too philosophical here ??)
I guess that they are looking for some feedback on their plans.
We are told that really everyone is alike but they we hear that different ad capaigns are needed to reach those markets.
We won't even mention the Ford Probe.
"I don't want no banana in my tailpipe"
Translation: A lot of really macho guys drive Jags
I understand. I have a Continental. It's kinda like a Jag. For straight people.
We do too. Our 2 Chrysler LHSs (150,000 miles each) have been the best cars we have ever owned. We need to replace at least one or them, and the Caddy Deville seems to be the only candidate. I have always admired the Jag, however, but my husband (the engineer) has always said, "no." Too expensive to repair and too unreliable. They may be better now that they are owned by Ford, but he still doesn't trust them.
If you are not familiar with the body style of the mid-90s Chrysler LHS, you will note that it resembles an older model Jag sedan (60s vintage). That is as close to a Jag that I will ever get -- at least while I am married to this guy (44 years and counting). LOL
He petrified with fear and thinking he's going to die.
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