Co-op wins Gay prize

Travel's Pride project wins gay marketing prize

The Co-operative Travel’s gay project has been honoured by gay charity Stonewall for our advertising and marketing. 

We beat Absolut, IKEA, Lloyds TSB, Pepsi and fellow travel agent Thomson on the shortlist, winning 31 per cent of the vote in a poll run by Stonewall on their Facebook page and Twitter feed. 

The award for Best LGB (lesbian, gay and bisexual) Inclusive Advertising and Marketing was in relation to the Gay Project which has been running since 2009. Travel has had a stall at the last two Manchester Pride events, which we used to collect information about the market, and last year gave out a Z-fold card designed to fit in back pockets full of offers for gay-friendly destinations like Cape Town, Gran Canaria and San Francisco. 

Both Travel and Funeralcare were mentioned by Stonewall, the latter in reference to their partnership with Pink Partings which has been running since 2005. 

Gill Barr, marketing director of The Co-operative Group, says: "We’re delighted to win this poll which underlines the Co-operative’s position as a leader in the field of marketing to the LGB community. The Co-operative works closely with Stonewall and is the only retailer in their Top 100 employers index. We have a dedicated diversity team within the business – we sponsor numerous Pride events nationwide. The business is firmly committed to serving the LGB consumer base."

Stonewall Deputy Chief Executive Laura Doughty adds: "The British pink pound is worth approximately £81million. Gay and ethical consumers are now a significant market. Stonewall’s Marketing Guide gives businesses advice on how to market to LGB consumers. 

"Companies should follow the Co-operative’s good example – especially when they think about all those gay consumers who may shun their local Asda or Morrisons for their weekly shop – preferring to use the Co-op instead."

Published: 8-Mar-2011: (495)