gfn.com, the Gay Financial Network Launches History-Making National Ad Campaign
Thu. February 17, 2000 12:00 AM by Business Wire
Takes First Gay Ad In Wall Street Journal, Entertainment Weekly, and Others
New York -
gfn.com, the Gay Financial Network, the leading online provider of financial and business news, information, and services to the gay and lesbian community, announced the launch of a ground-breaking broad-based, national advertising campaign. It is the first of its kind from a gay company targeting mainstream national business, finance, and entertainment publications. Walter B. Schubert, Founder, Chair, and CEO of gfn.com, the Gay Financial Network made the announcement.
Using humor, and wit, the campaign expresses the often-uncomfortable way the financial world has reacted to members of the gay and lesbian community, and how through its online site, gfn.com, has made access to top-notch financial news, information, and services welcoming and accessible to everyone.
The campaign was the brainchild of advertising agency Mad Dogs & Englishmen, an agency renowned for its visionary, witty, and always-memorable advertising and brand-building work, which was awarded gfn.com's $6 million ad campaign last September. New York-based Wilson Media Group developed the media plan.
An important goal of the campaign - the first ever to use the word "gay" prominently in texts and titles - is to inform the gay community that the financial world, which has traditionally underserved them, is finally becoming more welcoming - with gfn.com, the Gay Financial Network leading the way.
"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. 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," says Schubert. "This is a campaign of inclusion, and one that will touch, educate and also entertain members of the gay and lesbian, as well as the non-gay communities across the country."
Using humor, and wit, the campaign expresses the often-uncomfortable way the financial world has reacted to members of the gay and lesbian community, and how through its online site, gfn.com, has made access to top-notch financial news, information, and services welcoming and accessible to everyone.
The campaign was the brainchild of advertising agency Mad Dogs & Englishmen, an agency renowned for its visionary, witty, and always-memorable advertising and brand-building work, which was awarded gfn.com's $6 million ad campaign last September. New York-based Wilson Media Group developed the media plan.
An important goal of the campaign - the first ever to use the word "gay" prominently in texts and titles - is to inform the gay community that the financial world, which has traditionally underserved them, is finally becoming more welcoming - with gfn.com, the Gay Financial Network leading the way.
"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. 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," says Schubert. "This is a campaign of inclusion, and one that will touch, educate and also entertain members of the gay and lesbian, as well as the non-gay communities across the country."
News, photos provided by Business Wire.