Seeking out the pink dollar
Brands are increasingly cashing in on the popularity of the Sydney Gay and Lesbian Mardi Gras in an attempt to lure the pink dollar with the likes of ANZ’s GAYTMs leading the charge, writes Robert Burton-Bradley.
Sydney’s Gay and Lesbian Mardi Gras is attracting an ever increasing pool of funding from a growing number of premium ad and sponsorship partners, including social economy booking firm Airbnb, as well as a return of last year’s high profile ANZ Bank GAYTMs campaign.
Ben Mulcahy from specialist agency Pink Media, which targets the LGBTI community, said advertising and sponsorship growth around Mardi Gras had been growing strongly each year.
“It gets bigger every year and from the sponsor perspective there’s huge value to be derived,” he told Mumbrella.
it might just be me … but I am a little sick and tired of corporates cashing in on our lifestyle. where were you when times were not as easy as they are now?
if they really cared, they would have stood by us through good times and bad. I think we should throw their money back at them and we should just go about our own lives … without the corporates who only support us when it benefits their hip pockets.
Without corporate support and sponsorship events like Mardi Gras would have ceased to exist many years ago. Brands have been supporting us, our events and our lifestyle for many years. There are many brands supporting us now through the Marriage Equality battle. The motivation is not just to promote their goods and services but in many cases to support their LGBT employees and help create a happy diverse workforce. What we should be doing TV Viewer is encouraging more TV Advertisers to feature same sex couples in a genuine realistic manner.
Take their money, but call them on their hypocrisy. Ask them why they won’t campaign for equality in all areas? What’s their stance on the marriage act? How do they classify non male/female couples in their loan procedures? Make sure that people know that it is a cynical cash grab.
So, ANZ Bank have a ‘GAYTM’ and it is wonderful by the way that large corporates are creating diverse work forces these days and supporting groups within the workforce.
However, how about ANZ create a quirky, public fanfare promoting their investment in coal? They invest in it. They support the coal industry, so why do they not shout about this?