PNC Financial Services Group, Know You're Ready for this Chapter and the Next
PNC Bank has slipped into bed with gay men, promoting its brand on back covers of gay magazines with ads showing male couples in bed together. Two middle-aged dads spend time with their toddler, one reading a bedtime story to the child while the other falls off to sleep.
Financial services have been highly competitive business categories in the LGBTQ market for decades, and advertisers are compelled to stand out.
Liz Bobak, Segment Manager of Multicultural Marketing at PNC Bank, said, “Our goal for this creative was to reflect the lives of our customers, who include gay couples that live together and (may) have children.” She added that most of the target audience reside “in larger cities, where the cost of living is higher and where there are many brands competing for their attention.” ]
PNC ramped up its efforts for LGBT customers in recent years. The Pittsburgh-based company participates in Pride events in 22 spots nationwide where the bank operates, and ignored boycott efforts by extremist group American Family Association in 2013. In February, the bank agreed to stop contributions for U.S. Rep. Scott Garrett just a day after New Jersey LGBT advocacy group Garden State Equality and State Assemblyman Tim Eustace drew attention to Garrett’s anti-gay comments.
Know we're with you when you're planning for all your hard work to pay off. 2017 PNC Bank United States Print Report A Problem
Know we're with you when you're saving for something special. 2017 PNC Bank United States Print Report A Problem
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