Archive for April, 2008

New Face of Olivia

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Hailey__leisha_photo Olivia is expanding its market reach with the signing of The L Word star Leisha Hailey as the company’s new spokesperson this week.  It’s part of Olivia’s marketing strategy to continue to serve its traditional customer base with Olivia travelers while also creating a brand image and travel portfolio that extends the company’s reach to the just-as-brand-loyal under-35 lesbian consumer too.

This announcement follows on the heels of Olivia announcing the launch of "Olivia Flings," extended weekend packages to complement the existing Olivia portfolio of cruises and international on-land excursions.

Yes, Olivia is one of our clients.  We still want to showcase smart LGBT marketing and communications wherever and whenever it happens.  Olivia is going after its new market without abandoning its core traveler, some of whom have taken more than 20 trips with Olivia over the years.

This also is smart business as Olivia is providing the “Olivia experience” and engaging young professionals who someday will have not only the funds but also the time to take part in one of its 10-day trips.  As they say in the industry, it’s all about relationships.

GM Reaches Out

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Equinoxfuelcellny08Our friend Joe LaMuraglia at gaywheels.com alerted us to a recent post on his site about a new effort by General Motors’ Chevrolet brand to reach out to LGBT drivers. Just one week after my Earth Gay post, this program is an excellent example of the blending of gay and lesbian outreach with “real” environmental marketing.

As Joe explains it, the effort is an attempt to find LGBT drivers to volunteer for a three-month test of Chevy’s new hydrogen fuel cell vehicles as part of the company’s “Project Driveway” program. The program will provide testers in New York, LA, and DC with the opportunity to test drive a Chevy Equinox Fuel Cell electric vehicle. 

GM LGBT media relations manager Travis Parman told gaywheels.com: “Our goal is to get Equinox Fuel Cell test drivers that are as diverse as America. And since the LGBT community tends to have a lot of early adopters, we wanted to reach out and encourage LGBT residents to apply.”

Hallelujah. This is a great example of what we’ve been talking about on this blog and in our other outreach for years. As a community, we’re often first adopters, we tend to like technology, and we comprise many influential consumers who can – and do – help promote new products. It’s not a tough concept to grasp, but it’s one that has eluded many carmakers until recently. 

The fact that GM is now slowly starting to build on the advertising they run targeted to our community with actual engagement and outreach in our community is a good sign. And the fact that they’re seeing the connection between concern for the environment and gay and lesbian consumers is further evidence of the growing “green gay” trend we’ve been writing about lately.

So, what do you think? Are you interested in test-driving one of GM’s new hydrogen fuel cell vehicles? Let us know if you apply and what your experience is like if you’re accepted – we’ll offer anyone who participates in the program the opportunity to draft a guest post on their experiences that we’ll post on this site to share with our readers.

Speaking Out of Fear: LGBT Violence

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J0407365As I flipped through this week’s The Advocate, artistic circles with recycle messages caught my eye. As I glazed over the page, with full intent to read in detail later, I came across an image of a bathroom stall, with the headline “Safe in the Stalls.” Immediately, I recalled a terrifying event that had happened but a week ago. The Kansas City Star read, “Breaking News: Rape reported in KC bar’s restroom.” The bar was Tootsies, Kansas City’s only lesbian bar. As I began to frantically text my friends to make sure if they a. had heard the news, b. were there, c. were okay, I became more and more saddened by the prejudicial and hateful act that had occurred. This was the second act of violence this year, at this specific bar. Was sexual orientation a factor in this act? What was this small business going to do? Would business be threatened? Did they respond to the media? How did the media respond?

Much to my chagrin, I felt the media angle of the story was incomplete. Local media, including the Kansas City Star, KCTV5 (CBS), and KMBC-TV (ABC), never mentioned that this was an LGBT bar, thus omitting the existence of, what I consider, the true issue at hand. This was an act of violence to a woman at a gay and lesbian establishment. What interests me most is the question of why the media felt that this was not an important enough fact to include? I agree, this may be any violent act at any bar. However, my mortification lies in the fact that when I go to a lesbian bar, the last thing I am inclined to fear is being threatened by male misogyny. The absence of representation and visibility in the media and general public reiterates the concerns of the LGBT community regarding recognition and “existence.”

Communication is an incredibly powerful tool. The first notification I received was from the Kansas City Anti-Violence Project, a local non-profit organization dedicated to providing domestic violence, sexual assault, and bias crimes advocacy and education. These organizations are influential in disseminating information to the key audiences, but there are so many that are left untouched by such news. For instance, many in Kansas City cannot describe what KCAVP does, let alone what it is. How many of you know your community organizations dedicated to providing such services? Our communities, locally, regionally, and nationally are enriched with resources never minimally, let alone, fully utilized. Safety should be an issue for all — socialites, LGBT, straight, female, male, young, and old. I want to know that when I walk into a stall, hinge the door, and unbutton, that I’ll be able to reverse those steps without harassment. Is that too much to ask?

National Day of Silence

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Glsen_logoCommunication is often about noise: talking, laughing, singing. But silence often communicates volumes. Today is the 12th National Day of Silence, a project of the Gay, Lesbian and Straight Education Network (GLSEN) to "bring attention to anti-LGBT name-calling, bullying and harassment in schools."

This year’s observance honors Lawrence King, the California 8th-grader killed by a fellow student because of his sexual orientation and gender expression (click here to read Laura’s Out Front Blog post that references King’s story).

According to GLSEN, "hundreds of thousands of students will come together on April 25 to encourage schools and classmates to address the problem of anti-LGBT behavior." Visit the Day of Silence Web site to learn more about the day, view a public service announcement from Lance Bass, and read the Day of Silence blog.

Please share this blog post with your friends and family (or just forward them the link to the Day of Silence site) and do what you can to help "end the silence."   

Ang Lee Brings Gays Back To The Big Screen

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There was much talk in the years that followed Brokeback Mountain, including one or two posts on this blog, about the dearth of mainstream movies featuring predominantly gay storylines or with gay lead characters emerging from Hollywood since the success of Ang Lee’s groundbreaking cowboy movie back in 2005.

There was an interesting article in Entertainment Weekly looking at the reasons for the failure of Hollywood to be inspired by the success of Brokeback to feature more gay roles in mainstream movies.

Some of these fears appear to have been unfounded. First came news of Milk, a biopic of the life and death of gay San Francisco politician Harvey Milk starring Sean Penn and Josh Brolin in lead roles and directed by Gus Van Sant.

Now gay visibility in mainstream movies looks to be getting another boost with Ang Lee again breaking ground with a biopic Taking Woodstock about the life of Elliot Tiber, who was responsible for taking the Woodstock festival to Upstate New York, based on a book he wrote about the Stonewall riot, the festival, and his life.

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