Volvo soon may join sister brand Jaguar in doing gay-specific advertising.
In December, Jag started running a print ad for the X-Type in gay-targeted magazines that plays on the term "partner." Created by agency Prime Access Inc. in New York, the ad is scheduled to run through April.
This isn't the first time Jaguar or any other Ford Motor Co. brand has marketed to gays. But it is the first time the company ran ad copy that tries to speak to them. In the past, the brands advertised in gay magazines, such as The Advocate, but with the same ads they ran in mass titles.
Jan Valentic, Ford's vice president of global marketing, said the strategy to run gay-specific ads came out of her group. "Our research determined which brands would be best to start with, and Jaguar and Volvo are a perfect fit," she said. "We haven't executed ads for Volvo yet. We want a commitment that they'll continue to do this, because we can't have a one-shot deal."
That would mean a continued media presence and sponsoring more events in the gay community, she said.