ABSOLUT® VODKA, American Express Honored for Inclusive LGBT Advertising by Commercial Closet Association
New York, NY, November 14, 2007 --(PR.com)-- November AdRespect Honors Awards Program Previews New CCA Industry Standard Score in Gay Advertising.
Commercial Closet Association’s annual Corporate AdRespect Honors is this year recognizing ABSOLUT® VODKA and American Express for excellence in inclusive portrayals of lesbian, gay, bisexual, and transgender (LGBT) individuals in their advertising. The awards ceremony will take place at 8PM on Nov. 15, 2007, hosted by The New York Times in newly opened TheTimesCenter in New York City.
“The two AdRespect honorees this year have been including gay and lesbian references in promotional advertising for an outstanding 40 years combined,” says Michael Wilke, founding executive director of Commercial Closet Association. “In addition, both companies are actively engaged in our community with sponsorships and other event participation that goes beyond media ad buys.”
ABSOLUT® VODKA holds the title for earliest major advertiser in gay media with ads dating back to 1981. By incorporating LGBT images in national ads, as well as directly targeting the community by placing ABSOLUT ads in LGBT magazines, the company remains one of the most consistent marketers to gays and lesbians in the crowded alcohol category. Their most direct gay marketing effort occurred in 2003 with the unveiling of a billboard in the San Francisco area titled “ABSOLUT Out” which featured gay pride flags inside “gay closets.”
American Express brand advertising showcases membership for extraordinary people and their lives and features diverse talent who have achieved incredible success in a variety of fields. Talent featured in American Express campaigns have included designer Tom Ford, “Queer Eye” producer David Collins and Ellen DeGeneres.
The AdRespect Honors event also marks the launch of the new AdRespect Score from Commercial Closet Association. The score rates an average of the Mass Media/Trade LGBT Inclusive Ads, LGBT Media Advertising and LGBT Sponsorships in which a company participates. The AdRespect Score will become a first-in-class industry standard of American advertising by giving a top score of 100 to companies that regularly and responsibly include the LGBT community in advertising campaigns, buy space in LGBT media and sponsor LGBT events. Scores will be attached to companies that compose Commercial Closet Association’s current online ad library of 4.000 ads that is housed on their Web site (www.commercialcloset.org).
“We believe the new AdRespect Score will provide advertising agencies and corporate America with a consistent, measurable standard they can use to determine how they are performing in the gay market both in LGBT media as well as in national advertising,” Wilke said. “We look forward to working with advertising agencies and their clients to explain how the AdRespect Score system works and to provide advice about how to use the Best Practices and other tools to improve their advertising efforts.”
Since its founding, Commercial Closet Association has educated and influenced the world of advertising to understand, respect and include LGBT references in advertising through best practice training sessions for corporate advertisers, the annual Images In Advertising Awards and its extensive Ad Library housed on CommercialCloset.org.
About Commercial Closet Association
Commercial Closet Association was founded by veteran advertising industry journalist Michael Wilke in 2001 and has become a sought-after authority on LGBT images in advertising. The nonprofit organization advocates for advertising that respects the diversity of all, specifically gender identity/expression and sexual orientation, for a more accepting society and better business results. The organization provides advertising training, produces a syndicated column on trends in LGBT advertising, hosts the annual Images In Advertising Awards, and maintains a powerful ad library of over 4,000 LGBT ads spanning 33 countries and 85 years with ratings.
About ABSOLUT® VODKA
THE ABSOLUT COMPANY, a division of V&S Vin&Sprit AB, is the owner and producer of the ABSOLUT VODKA, ABSOLUT PEPPAR, ABSOLUT CITRON, ABSOLUT KURANT and ABSOLUT MANDRIN brands. ABSOLUT is the third biggest spirit brand in the world and is sold in more than 125 countries. ABSOLUT is produced exclusively in the Ahus distillery in Sweden and the company’s office is located in Stockholm.
About American Express
American Express Company is a leading global payments, network and travel company founded in 1850.
###
Commercial Closet Association’s annual Corporate AdRespect Honors is this year recognizing ABSOLUT® VODKA and American Express for excellence in inclusive portrayals of lesbian, gay, bisexual, and transgender (LGBT) individuals in their advertising. The awards ceremony will take place at 8PM on Nov. 15, 2007, hosted by The New York Times in newly opened TheTimesCenter in New York City.
“The two AdRespect honorees this year have been including gay and lesbian references in promotional advertising for an outstanding 40 years combined,” says Michael Wilke, founding executive director of Commercial Closet Association. “In addition, both companies are actively engaged in our community with sponsorships and other event participation that goes beyond media ad buys.”
ABSOLUT® VODKA holds the title for earliest major advertiser in gay media with ads dating back to 1981. By incorporating LGBT images in national ads, as well as directly targeting the community by placing ABSOLUT ads in LGBT magazines, the company remains one of the most consistent marketers to gays and lesbians in the crowded alcohol category. Their most direct gay marketing effort occurred in 2003 with the unveiling of a billboard in the San Francisco area titled “ABSOLUT Out” which featured gay pride flags inside “gay closets.”
American Express brand advertising showcases membership for extraordinary people and their lives and features diverse talent who have achieved incredible success in a variety of fields. Talent featured in American Express campaigns have included designer Tom Ford, “Queer Eye” producer David Collins and Ellen DeGeneres.
The AdRespect Honors event also marks the launch of the new AdRespect Score from Commercial Closet Association. The score rates an average of the Mass Media/Trade LGBT Inclusive Ads, LGBT Media Advertising and LGBT Sponsorships in which a company participates. The AdRespect Score will become a first-in-class industry standard of American advertising by giving a top score of 100 to companies that regularly and responsibly include the LGBT community in advertising campaigns, buy space in LGBT media and sponsor LGBT events. Scores will be attached to companies that compose Commercial Closet Association’s current online ad library of 4.000 ads that is housed on their Web site (www.commercialcloset.org).
“We believe the new AdRespect Score will provide advertising agencies and corporate America with a consistent, measurable standard they can use to determine how they are performing in the gay market both in LGBT media as well as in national advertising,” Wilke said. “We look forward to working with advertising agencies and their clients to explain how the AdRespect Score system works and to provide advice about how to use the Best Practices and other tools to improve their advertising efforts.”
Since its founding, Commercial Closet Association has educated and influenced the world of advertising to understand, respect and include LGBT references in advertising through best practice training sessions for corporate advertisers, the annual Images In Advertising Awards and its extensive Ad Library housed on CommercialCloset.org.
About Commercial Closet Association
Commercial Closet Association was founded by veteran advertising industry journalist Michael Wilke in 2001 and has become a sought-after authority on LGBT images in advertising. The nonprofit organization advocates for advertising that respects the diversity of all, specifically gender identity/expression and sexual orientation, for a more accepting society and better business results. The organization provides advertising training, produces a syndicated column on trends in LGBT advertising, hosts the annual Images In Advertising Awards, and maintains a powerful ad library of over 4,000 LGBT ads spanning 33 countries and 85 years with ratings.
About ABSOLUT® VODKA
THE ABSOLUT COMPANY, a division of V&S Vin&Sprit AB, is the owner and producer of the ABSOLUT VODKA, ABSOLUT PEPPAR, ABSOLUT CITRON, ABSOLUT KURANT and ABSOLUT MANDRIN brands. ABSOLUT is the third biggest spirit brand in the world and is sold in more than 125 countries. ABSOLUT is produced exclusively in the Ahus distillery in Sweden and the company’s office is located in Stockholm.
About American Express
American Express Company is a leading global payments, network and travel company founded in 1850.
###
Contact
Fleishman-Hillard Out Front
Richard Ferraro
212-453-2205
www.commercialcloset.org
Richard Ferraro
212-453-2205
www.commercialcloset.org
Contact
Categories