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USA: Jaguar targets new ad campaign at gay and lesbian buyers

By just-auto.com editorial team | 19 December 2002

Jaguar North America is launching an integrated marketing and advertising campaign to specifically reach gay, lesbian, bisexual and transgender (GLBT) buyers.

A company statement said the campaign is part of a comprehensive strategy developed by owner Ford’s global marketing organisation and will target GLBT consumers in the New York and Los Angeles metropolitan areas.

Jaguar and parent Ford are actively pursuing this niche market of more than 14 million consumers, with a buying power estimated to be more than $S450 billion, by developing “a tailored message to speak directly to this consumer segment”.

The campaign is said to build 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 Jaguar North America marketing vice president George Ayres.

“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 organisation and Witeck-Combs Communications, a strategic marketing and public relations firm specialising 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.

The campaign features print advertising and marketing programs tailored to this consumer. Print ads created by Prime Access of New York will run primarily in national GLBT publications, including Out magazine and The Advocate, from December until April 2003.