391:
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",
127:
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.
140:
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.
153:
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.
484:
256:
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
221:
373:
Lucassen, Christine (February 5, 2002), "Tapping Into The €400 bn gay market - Marketing group Out Now advises clients on ways of targeting 'pink' euro",
253:
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.
868:
873:
689:
119:
services to large companies by researching gay lifestyles and using the information to develop strategies to target gay and lesbian consumers.
552:
134:
Following the establishment of an office in
Amsterdam, Out Now became the first business of its kind with agencies in more than one country.
713:
497:
160:'Images In Advertising' award in New York (June 11, 2007) in the "Outstanding Interactive" campaign category for an online promotion for
863:
629:
238:
reported that Out Now was to undertake a "major survey of the lifestyles and spending power of the UK's three million gay consumers".
338:
596:
804:
522:
318:
210:
450:
291:
267:
The campaign was later described as "the year's most talked about tourism ads" by several media outlets, including
257:
617:
665:
436:
858:
784:
227:
Out Now presented at the
February 2007 Marketing For Good event in London which for the first time considered
220:
In
November 2006 Out Now presented a Keynote seminar at the world's second largest travel conference, London
157:
137:
Activities are now undertaken in the US, UK, Germany, Belgium, France, Ireland and The
Netherlands markets.
466:
375:
176:
131:
Significant Others presented the
Keynote address at the world's first gay marketing conference in 1994.
766:
652:
769:
167:
The agency has initiated research projects for gay and lesbian media in several countries including
562:
300:
723:
666:"Out Now Consulting to conduct 'groundbreaking' study into the UK's three million gay consumers"
201:
Other work includes social research - such as a 2004 work on discrimination in the
Netherlands.
577:
507:
413:
347:
738:
761:
214:
168:
195:(Netherlands), such research usually being the first marketing analysis of gay consumers.
8:
471:
241:
In February 2015, the firm became the first organization in the world to be allocated
446:
442:
604:
814:
530:
467:"Same-sex ads swim into mainstream - Industry embraces buying power of gay market"
337:
Hubble, Ava (September 26, 1994), "The Guide - Media - Significant Others advises
718:
557:
342:
188:
180:
582:
502:
91:
361:
852:
432:
409:
394:
314:
228:
142:
116:
41:
757:
743:
296:
261:
172:
198:
The resulting findings have been reported in various international media.
498:"Image Makers - Commercial Closet honors advertising that includes gays."
809:
523:"How Green is the Pink Euro? New Ireland Gay Market Study To Find Out"
789:
287:
192:
184:
161:
836:
553:"Closet UK: 49% of gay people are too scared to come out at work"
362:
Chasing The Pink Dollar conference, Sydney, Australia. April 1994
842:
690:"The first websites ending with the domain name LGBT go online"
323:
268:
104:
264:, but was favorably received by members of the gay community.
785:"South Carolina's 'so gay' travel ad upsets state officials"
630:"World Travel Market - WTM Gay and Lesbian Market webinar"
418:
319:"'The Hub' - Australian TV program on Significant Others"
242:
235:
260:
State Senator and the office of South Carolina governor
485:
Commercial Closet 'Images In Advertising' award winners
86:
Market research, strategy, advertising, PR, training
687:
292:"TV interview of Out Now / Significant Others CEO"
597:"Gaykrant-onderzoek: Tolerantie is op z'n retour"
438:Principes Van Marketing (Principles of Marketing)
850:
115:is a marketing agency that provides specialised
653:Marketing For Good conference, 28 February 2007
209:In June 2006, the MD of Out Now Consulting was
408:
313:
756:
762:"London ad campaign upsets South Carolina"
550:
739:"South Carolina - not 'so gay' after all"
688:BBC newsbeat report (February 12, 2015),
286:
495:
372:
869:Advertising agencies of the Netherlands
575:
874:Market research companies of Australia
851:
551:Bloomfield, Steve (January 29, 2006),
464:
431:
336:
736:
714:"S. Carolina Huffs Over UK 'Gay' Ads"
711:
496:Quartini, Joelle L. (June 15, 2007),
782:
712:Adams, William Lee (July 17, 2008),
663:
390:
248:
802:
618:Pink Pound Conference, 22 June 2006
13:
14:
885:
864:Advertising agencies of Australia
845:- Out Now gay market news website
830:
465:Barker, Andrew (April 12, 2007),
664:Bain, Robert (August 28, 2007),
603:, August 6, 2004, archived from
576:Burnett, Scott (March 2, 2007),
414:"UK TV News coverage of Out Now"
204:
148:
796:
776:
750:
730:
705:
681:
657:
646:
622:
611:
589:
569:
544:
515:
489:
478:
737:Baker, Vicky (July 16, 2008),
458:
425:
402:
384:
366:
355:
330:
307:
280:
1:
803:Lee, Tom (February 5, 2009),
301:Today (Australian TV program)
243:a dedicated .LGBT domain name
158:Commercial Closet Association
783:Ivey, Page (July 23, 2008),
376:International Herald Tribune
105:http://OutNowConsulting.com/
7:
10:
890:
805:"Millions see 'So Gay' ad"
578:"Business of Gay Weddings"
122:
770:The World (radio program)
634:Reed Business Exhibitions
100:
90:
82:
72:
64:
56:
48:
37:
29:
21:
274:
191:(United Kingdom) and De
236:Market Research Society
529:, 2006, archived from
345:on gay media market",
68:Australia, Netherlands
859:LGBTQ and the economy
348:Sydney Morning Herald
215:Pink Pound Conference
78:Europe, US, Australia
837:outnowconsulting.com
445:, pp. 365–367,
169:Sydney Star Observer
565:on February 5, 2006
510:on October 24, 2007
234:In August 2007 the
222:World Travel Market
18:
839:- Official website
533:on January 8, 2007
177:Gay Community News
113:Out Now Consulting
96:Significant Others
16:
843:GayMarketNews.com
760:(July 14, 2008),
670:Research-live.com
607:on March 11, 2007
443:Pearson Education
249:'So gay' campaign
110:
109:
881:
825:
824:
823:
822:
813:, archived from
800:
794:
793:
780:
774:
773:
754:
748:
747:
734:
728:
727:
726:on July 21, 2008
722:, archived from
709:
703:
702:
701:
700:
685:
679:
678:
677:
676:
661:
655:
650:
644:
643:
642:
641:
626:
620:
615:
609:
608:
601:Homo Emancapatie
593:
587:
586:
573:
567:
566:
561:, archived from
548:
542:
540:
539:
538:
527:Echelon Magazine
519:
513:
511:
506:, archived from
493:
487:
482:
476:
475:
462:
456:
455:
429:
423:
422:
406:
400:
399:
388:
382:
381:
370:
364:
359:
353:
352:
334:
328:
327:
311:
305:
304:
284:
217:held in London.
19:
15:
889:
888:
884:
883:
882:
880:
879:
878:
849:
848:
833:
828:
820:
818:
817:on 16 July 2011
801:
797:
781:
777:
755:
751:
735:
731:
710:
706:
698:
696:
686:
682:
674:
672:
662:
658:
651:
647:
639:
637:
628:
627:
623:
616:
612:
595:
594:
590:
574:
570:
558:The Independent
549:
545:
536:
534:
521:
520:
516:
494:
490:
483:
479:
463:
459:
453:
430:
426:
407:
403:
389:
385:
371:
367:
360:
356:
343:Barrie Unsworth
335:
331:
312:
308:
285:
281:
277:
251:
211:Keynote speaker
207:
189:Bent (magazine)
151:
125:
75:
12:
11:
5:
887:
877:
876:
871:
866:
861:
847:
846:
840:
832:
831:External links
829:
827:
826:
795:
775:
749:
729:
704:
680:
656:
645:
621:
610:
588:
583:Financial Mail
568:
543:
514:
503:New York Blade
488:
477:
457:
451:
433:Kotler, Philip
424:
401:
383:
365:
354:
339:John Singleton
329:
306:
278:
276:
273:
250:
247:
206:
203:
156:Out Now won a
150:
147:
124:
121:
108:
107:
102:
98:
97:
94:
88:
87:
84:
80:
79:
76:
73:
70:
69:
66:
62:
61:
58:
54:
53:
50:
46:
45:
39:
35:
34:
31:
27:
26:
23:
9:
6:
4:
3:
2:
886:
875:
872:
870:
867:
865:
862:
860:
857:
856:
854:
844:
841:
838:
835:
834:
816:
812:
811:
806:
799:
792:
791:
786:
779:
772:
771:
768:
763:
759:
753:
746:
745:
740:
733:
725:
721:
720:
715:
708:
695:
691:
684:
671:
667:
660:
654:
649:
635:
631:
625:
619:
614:
606:
602:
598:
592:
585:
584:
579:
572:
564:
560:
559:
554:
547:
532:
528:
524:
518:
509:
505:
504:
499:
492:
486:
481:
474:
473:
468:
461:
454:
452:90-430-1071-5
448:
444:
440:
439:
434:
428:
421:
420:
415:
411:
410:Emily Maitlis
405:
397:
396:
387:
379:
377:
369:
363:
358:
350:
349:
344:
340:
333:
326:
325:
320:
316:
315:Amanda Keller
310:
303:
302:
298:
293:
289:
283:
279:
272:
270:
265:
263:
259:
254:
246:
244:
239:
237:
232:
230:
229:gay marketing
225:
223:
218:
216:
212:
205:Industry role
202:
199:
196:
194:
190:
186:
182:
178:
175:(Australia),
174:
170:
165:
163:
159:
154:
149:Areas of work
146:
144:
143:Philip Kotler
138:
135:
132:
129:
120:
118:
117:gay marketing
114:
106:
103:
99:
95:
93:
89:
85:
81:
77:
71:
67:
63:
59:
55:
51:
47:
43:
42:Gay marketing
40:
36:
32:
28:
24:
20:
819:, retrieved
815:the original
808:
798:
788:
778:
765:
758:Lisa Mullins
752:
744:The Guardian
742:
732:
724:the original
717:
707:
697:, retrieved
693:
683:
673:, retrieved
669:
659:
648:
638:, retrieved
633:
624:
613:
605:the original
600:
591:
581:
571:
563:the original
556:
546:
535:, retrieved
531:the original
526:
517:
508:the original
501:
491:
480:
470:
460:
437:
427:
417:
404:
398:, p. 16
393:
386:
378:- NL edition
374:
368:
357:
346:
332:
322:
309:
297:Nine Network
295:
282:
266:
262:Mark Sanford
255:
252:
240:
233:
226:
219:
208:
200:
197:
173:DNA Magazine
166:
155:
152:
139:
136:
133:
130:
126:
112:
111:
65:Headquarters
22:Company type
380:, p. 2
351:, p. 2
179:(Ireland),
74:Area served
60:Ian Johnson
853:Categories
821:2009-05-19
810:Pink Paper
699:2015-07-22
675:2007-08-29
640:2007-08-04
537:2007-08-04
395:Adformatie
258:Republican
44:specialist
790:USA Today
694:BBC.co.uk
288:Liz Hayes
193:Gay Krant
185:Gay Times
162:Lufthansa
52:1992/2001
33:Marketing
541:–
512:–
435:(2006),
412:(2006),
317:(1996),
290:(1994),
231:topics.
213:for the
83:Services
30:Industry
472:Variety
123:Origins
101:Website
57:Founder
49:Founded
25:Company
17:Out Now
636:, 2007
449:
324:Foxtel
269:AdWeek
92:Parent
275:Notes
38:Genre
719:Time
447:ISBN
341:and
181:Diva
767:PRI
419:BBC
245:".
183:,
855::
807:,
787:,
764:,
741:,
716:,
692:,
668:,
632:,
599:,
580:,
555:,
525:,
500:,
469:,
441:,
416:,
321:,
299:,
294:,
271:.
224:.
187:,
171:,
164:.
145:.
Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.