industry marketing genre gay marketing specialist founded 1992 2001 founder ian johnson headquarters australia netherlands area served europe us australia services market research strategy advertising pr training parent significant others website http outnowconsulting.com out now consulting is a marketing agency that provides specialised gay marketing services to large companies by researching gay lifestyles and using the information to develop strategies to target gay and lesbian consumers . contents 1 origins 2 areas of work 3 industry role 4 so gay campaign 5 notes 6 external links origins edit although out now is a dutch company its origins lie in the formation of an australian company significant others which after its establishment in 1992 became known in australian media over subsequent years for its work as a specialist gay marketing agency . 1 2 3 significant others presented the keynote address at the world s first gay marketing conference in 1994 . 4 following the establishment of an office in amsterdam out now became the first business of its kind with agencies in more than one country . 5 6 7 activities are now undertaken in the us uk germany belgium france ireland and the netherlands markets . out now s role in the development of gay marketing in various countries has been discussed in the dutch language edition of principes van marketing principles of marketing a marketing textbook by dr. philip kotler . 8 areas of work edit the company works in five areas market research advertising training pr and strategy development and is cited by mainstream media as an authority on gay consumer issues . 9 out now won a commercial closet association images in advertising award in new york june 11 2007 in the outstanding interactive campaign category for an online promotion for lufthansa . 10 11 the agency has initiated research projects for gay and lesbian media in several countries including sydney star observer dna magazine australia gay community news ireland diva gay times bent magazine united kingdom and de gay krant netherlands such research usually being the first marketing analysis of gay consumers . 12 the resulting findings have been reported in various international media . 13 14 other work includes social research such as a 2004 work on discrimination in the netherlands . 15 industry role edit in june 2006 the md of out now consulting was keynote speaker for the pink pound conference held in london . 16 in november 2006 out now presented a keynote seminar at the world s second largest travel conference london world travel market . 17 out now presented at the february 2007 marketing for good event in london which for the first time considered gay marketing topics . 18 in august 2007 the market research society reported that out now was to undertake a major survey of the lifestyles and spending power of the uk s three million gay consumers . 19 in february 2015 the firm became the first organization in the world to be allocated a dedicated . lgbt domain name . 20 so gay campaign edit during 2008 a uk travel advertising campaign created by out now which used the term so gay as an advertising slogan attracted global media attention . 21 22 the poster campaign featured six us destinations seeking to attract gay travelers from the uk . one poster saying south carolina is so gay was criticized by a republican state senator and the office of south carolina governor mark sanford 23 but was favorably received by members of the gay community . 24 the campaign was later described as the year s most talked about tourism ads by several media outlets including adweek . 25 notes edit liz hayes 1994 tv interview of out now significant others ceo nine network today australian tv program amanda keller 1996 the hub australian tv program on significant others foxtel hubble ava september 26 1994 the guide media significant others advises john singleton and barrie unsworth on gay media market sydney morning herald p. 2 chasing the pink dollar conference sydney australia . april 1994 lucassen christine february 5 2002 tapping into the 400 bn gay market marketing group out now advises clients on ways of targeting pink euro international herald tribune nl edition p. 2 gons piet hein february 7 2002 the first office outside australia of gay marketing agency out now is opened in amsterdam beweer nooit dat je een homomerk bent het eerste kantoor buiten australie van homomarketing bureau out now is onslangs geopend in amsterdam adformatie p. 16 emily maitlis 2006 uk tv news coverage of out now bbc kotler philip 2006 principes van marketing principles of marketing pearson education pp. 365 367 isbn 90 430 1071 5 barker andrew april 12 2007 same sex ads swim into mainstream industry embraces buying power of gay market variety magazine commercial closet images in advertising award winners quartini joelle l. june 15 2007 image makers commercial closet honors advertising that includes gays . new york blade archived from the original on october 24 2007 scholar search how green is the pink euro new ireland gay market study to find out echelon magazine 2006 archived from the original on january 8 2007 retrieved 2007 08 04 scholar search bloomfield steve january 29 2006 closet uk 49 % of gay people are too scared to come out at work the independent burnett scott march 2 2007 business of gay weddings financial mail gaykrant onderzoek tolerantie is op z n retour homo emancapatie august 6 2004 archived from the original on march 11 2007 pink pound conference 22 june 2006 world travel market wtm gay and lesbian market webinar reed business exhibitions 2007 retrieved 2007 08 04 marketing for good conference 28 february 2007 bain robert august 28 2007 out now consulting to conduct groundbreaking study into the uk s three million gay consumers market research society research live.com retrieved 2007 08 29 external link in newspaper help bbc newsbeat report february 12 2015 the first websites ending with the domain name lgbt go online 1 bbc.co.uk retrieved 2015 07 22 external link in newspaper help adams william lee july 17 2008 s. carolina huffs over uk gay ads time magazine baker vicky july 16 2008 south carolina not so gay after all the guardian lisa mullins july 14 2008 london ad campaign upsets south carolina pri the world radio program ivey page july 23 2008 south carolina s so gay travel ad upsets state officials usa today lee tom february 5 2009 millions see so gay ad pink paper archived from the original on 16 july 2011 retrieved 2009 05 19 external links edit outnowconsulting.com official website gaymarketnews.com out now gay market news website retrieved from https en.wikipedia.org w index.php title out now consulting & oldid 738646030 categories lgbt and the economyadvertising agencies of australiaadvertising agencies of the netherlandsmarketing research companies of australiahidden categories cs1 errors external linkspages using infobox company with unsupported 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