Saab was the first car to ever seek the gay dollar, in 1994, but ad spending in the auto category for the gay market is most dominated by Subaru, which in 1996 initiated a gay-specific campaign and has had a consistent presence in gay media and events ever since. General Motors' Saturn began a campaign for the gay dollar in 1999 using general market ads with no specially created gay message, as did Volkswagen in 2002.
Before embarking on its campaign, Ford hired Witeck-Combs Communications, Washington DC, to create substantial proprietary market research about how the company's brands perform with lesbians and gays. With Harris Interactive, Witeck-Combs surveyed 1,000 in the gay community and 1,000 heterosexuals to compare tastes.
The information was shared with all Ford brand executives, including Jaguar, Ford, Lincoln, Mercury, Volvo, Mazda and Land Rover. Acquired by Ford in 1989, Jaguar is its first brand with gay-specific advertising in the U.S. but others may follow. "It enables all the brands to learn from each other," notes Jaguar spokesman Simon Sproule.
Susan Pepper, marketing manager of Global Marketing at Ford, the No.2 automaker, says, "It is highly likely to see at least one or two brands enter the (American) market or increase its activity in 2003." Because Ford brands Volvo and Land Rover already advertise in gay media, it is unclear if they will expand their presence or if domestic brands like Ford, Lincoln or Mercury would seek gay buyers. "It is yet to be determined," Pepper says.
Although the gay community's spending power and interest in luxury goods attracted Jaguar, brand executives decided to begin with the entry-level X-Type, which runs $30,000 and up. "We're democratizing luxury -- this car is about making Jaguar accessible, not just the reward at the end of a successful life," says Sproule.
A number of examples were tested -- some overtly gay, others more subtle -- to determine how "GLBT-specific to make an ad," explains Wes Combs of Witeck-Combs. "There's no need to just use guesswork" -- something companies often do in the gay market.
"The ad chosen was one that scored very high," explains Howard Buford, president of New York agency Prime Access, which created the campaign. "For people who are not gay, life can be very linear: you go to school, graduate, get married, have a baby -- the twists in the road analogy, and the idea of having a partner to go through them with, was very meaningful to our target audience. They tend to be at a life stage that finding a partner is very meaningful to them."
While it is the first gay Jaguar advertising, it is not the brand's first marketing effort. In 1999, Jaguar sponsored the GLAAD Media Awards. "We got to know the consumer through events first, which allowed us to hear from them what turns them on and off," says Sproule. "We're still dipping our toe in the water to see what the best way (to reach the market) is. We need to do more, and we're on a long committed road with this very important market." Overseas, several Ford brands have already sought gay buyers. Since 2000, Mazda pursued the "pink pound" -- gay buyers in England, while Volvo began appearing in Genre in 2001 and with gay-specific ads in Australia's Blue magazine in 2002, including the declaration that "Volvos are no longer straight." Ford Motor became a sponsor of European Gay Pride in Cologne, Germany, featuring a print ad of a close-up of two men holding hands.
