PlanetOut Launches New Site, Multi-Million Dollar Campaign

Gay and lesbian media company PlanetOut Corp. debuted a newly redesigned Web site, logo and corporate identity system, and launched a multi-million dollar advertising campaign across more than 100 magazines, newspapers and Web sites.

The customer acquisition and branding campaign launches in 10 national magazines, including Out, The Advocate, Genre, XY, Curve, Instinct and the first-ever gay advertisement in The Industry Standard.

In addition, PlanetOut’s “Engage-Enjoy” campaign launches in over 100 gay and lesbian regional and national magazines, newspapers and Web sites. The campaign promotes PlanetOut’s consumer benefits, with a distinctive photography style that alludes to computer and television screens.

“We listened to our members and redesigned PlanetOut. The result is a faster, easier, richer site with more services,” said Megan J. Smith, PlanetOut CEO.

The redesigned Web site adds new member services such as free email with integrated free postcards, personal ads, more relevant searching, improved personalization and new content offerings. To meet advertiser demand, PlanetOut said it has integrated more advertising inventory without compromising the member experience.

The new corporate I.D. system brings to the forefront a Planet/stylized P and O that has been part of PlanetOut’s identity since 1995. In addition, the logo features the word PlanetOut in bold text.

PlanetOut seeks to offer a welcoming, and safe community for gay, lesbian, bisexual and transgender people and their family and friends, providing content including: news, entertainment, travel, money and career, Internet radio, online cinema, shopping, directories, message boards, chat, and advice columns. The site claims more than 325,000 registered members.

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