A media company that specialises in targeting the gay and lesbian community has launched in Sydney.
Brainchild of former JCDecaux sales executive Ben Mulcahy, Pink Media Group has formed a network of gay media channels through outdoor, radio, press, online, mobile, venue signage and event platforms.
Partnerhips secured so far include DNA Magazine, Lesbians on the Loose, Joy 94.9FM, Sydney taxi tops, Rogue Dance parties and postcard distributor Avant Card.
Mulcahy told Mumbrella: “The gay and lesbian community has been largely ignored by mainstream advertisers to date. Brands haven’t been targeting this group in a relevant, targeted way.”
“There are some really fun creative opportunities for talking to this audience,” he added.
One per cent of every campaign sold through Pink Media Group will be donated towards a gay community charity.
Australia’s gay and lesbian community is 2.2m-strong and wields an estimated $20 billion in annual spending power.