Telecommunication companies have had a complicated history with gay marketing, despite strong gay employee groups. AT&T tried a direct mail campaign in 1994 but quickly pulled back after a right-wing letter writing campaign scared the company. Its major long distance competitors Sprint and MCI followed with identical steps. Regional telecoms had better success, by publishing occasional diversity ads that included gays like this one, without making a concerted effort to win the market.
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Verizon - It's All About Being Connected

Company: Verizon Communications
    View Company Scorecard | Contact Company
Brand: Verizon
Ad Title: It's All About Being Connected
Business Category: Telecommunications
Media Outlets: Print
Country: United States
Region: North America
Agency: Lowe Worldwide
Year: 2001
Target: Business-to-Business
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Diversity advertising -- often with a recruitment aim -- aimed at gays has become popular in national gay magazines over the last several years.

Despite a long standing gay employee group, after the company's transition from Bell Atlantic to Verizon, its first national gay media advertising effort is this rainbow-colored telephone wires ad. The company now is a leading player in the telecommunications industry, the second largest after AT&T, and the No. 1 local phone company.

The ad text reads: "Verizon supports Gay Pride 2001. As a company that values differences, we celebrate with our employees the importance of diversity. And how it's enriching all of our lives. In every community. Everywhere."

Telecommunication companies have had a complicated history with gay marketing, despite strong gay employee groups. AT&T tried a direct mail campaign in 1994 but quickly pulled back after a right-wing letter writing campaign scared the company. Its major long distance competitors Sprint and MCI followed with identical steps. Regional telecoms had better success, by publishing occasional diversity ads that included gays like this one, without making a concerted effort to win the market.

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Seasonal Sounds
Company: Verizon Communications
Brand: Turtle Creek Chorale
Country: United States
Region: North America
Year: 2003


Unlimited Calling. Unlimited Bragging.
Company: Verizon Communications
Brand: Verizon
Country: United States
Region: North America
Year: 2005


His & His
Company: Verizon Communications
Brand: Verizon
Country: United States
Region: North America
Year: 2004


Even Hawaii
Company: Verizon Communications
Brand: Verizon Wireless
Country: United States
Region: North America, US Regional
Year: 2002


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