Gfn.com, the Gay Financial Network, on Thursday launched a broad-based advertising campaign that involves placements in mainstream business and entertainment publications, as well as in gay- and lesbian-oriented media.
The $6 million campaign, designed by Mad Dogs & Englishmen, shows the often-uncomfortable way the financial world has reacted to gays and lesbians, and positions gfn.com as a financial resource that understands.
“The most important thing we wanted to get across with this campaign is that we are a financial site targeting gay men and women, and not a gay site with financial content,” says Walter Schubert, founder, chair, and chief executive officer of gfn.com.
“We also wanted to accentuate our broad and welcoming appeal, as our extensive news coverage is of the highest journalistic quality and our financial services are both competitively priced and with name-brand, top-tier partners.”
The ads debut in The Wall Street Journal and Entertainment Weekly, and will then be rolled out nationally in gay and lesbian publications, including weekly newspapers and magazines like Hero, OUT, and the Advocate. Ads will also appear in news and business publications like Time, Newsweek, US News and World Report, Business Week, Fortune, Money, Mutual Funds, Entrepreneur, Kiplingers, Fortune Small Business, and The Industry Standard.
A million dollars of online ads will also be placed on gay and financial Web sites. The Wilson Media Group handled the media plan.
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