GLAAD and Jeffrey Moran, Vice President of Public Relations, Event Marketing, Sponsorship and Multicultural Marketing at Pernod Ricard USA play 20 questions in honor of 20 years of partnership.
GLAAD: ABSOLUT® is celebrating 20 years as a GLAAD corporate partner! What originally brought ABSOLUT to GLAAD? JM: ABSOLUT first partnered with GLAAD in 1989 as a result of our then president reaching out to the LGBT audience at a time when few were doing so. Our leadership team saw the LGBT community as trendsetters and, though it was a risk at that time to talk to the LGBT market, these consumers took notice when brands spoke to them through advertising and sponsorship in a real way. So as we looked to build visibility in this community and showcase our product, we began to look to organizations that we appreciated from a mission perspective and when GLAAD approached us and requested our involvement, we saw the opportunity.
Read more after the jump.
GLAAD: What are the benefits to being a GLAAD corporate partner?
JM: One of the marquis benefits is the ability to align with GLAAD’s mission of treating all people fairly. When a brand aligns with GLAAD, you put a stake in the ground to be inclusive of all consumers.
Also, not only does your brand get in front of the LBGT audience, but GLAAD works to protect and promote your brand identity. GLAAD staff members bring a strong level of professionalism to the table along with a history of supporting LGBT movement.
GLAAD: You regularly attend the Media Awards – what do you enjoy most about them?
JM: I’ve attended both the Los Angeles and New York Media Awards for the past four years. In both cities, it’s great to be surrounded by high level celebrities and executives all working for the same cause. It’s a real high to be involved with so many young professionals all coming together and thinking the same way – it’s nice to know that all are here to fight defamation against the LGBT community and work towards equal rights.
GLAAD: You are also a GLAAD member and individual donor; how personal is GLAAD’s work for you?
JM: I am selective in giving to charity, as I want to make sure my money is used right, so I respect and advocate GLAAD’s work and am proud to contribute. As a public relations professional, I am very aware of what can happen when media send the wrong message. Working in this field, you know the influence media has in shaping the way people view our world and recognize the importance of protecting representations of LGBT people in the media.
GLAAD: How does ABSOLUT approach its LGBT-marketing efforts?
JM: We speak to all people and pride ourselves in being true when talking to the LGBT consumer, in particular – there’s no ‘gay-washing.’ We began speaking to the LGBT community in a vernacular that was honest, open and true for them and we continue to do so today. That’s one reason why our partnership with GLAAD strengthens our marketing efforts.
When you’re honest, open, creative and engaging, consumers give the same back. It’s especially important to form such a relationship with the LGBT consumers, because they’re still among the key trendsetters. We’re always going to view them as such. Traditionally, they tend to take risks a little more and are willing to try something new and different and share it with friends.
GLAAD: ABSOLUT once again presented the Queer Lounge, a program of GLAAD, at Sundance this year. Why is it important for programs like GLAAD to be at this festival?
With Sundance being such a preeminent festival, it’s critical that LGBT people have a place to network and amplify their voices. Plus, how many actors, directors, producers are gay! They can use the Queer Lounge as a place to promote their work. With the throngs of major entertainment industry professionals that come to the festival, it’s important to show the power and influence of LGBT community, so that stories about LGBT people’s lives can continue to be told in film.
GLAAD: Has GLAAD helped you reach a new base of customers? Have we encouraged loyalty among your customers?
JM: Both. GLAAD President Neil Giuliano and I have had lengthy discussions about our desire to reach the younger LGBT consumer. Many of my predecessors thought we were “all set” with the gay community -- and among a certain demographic within the LGBT community, we are. For the 35+ or so LGBT consumer, ABSOLUT was likely part of their coming out and has been in their life since then. But in the under 30 set, there is a shift in how gay and lesbian identify themselves. We want to continue to court the more mature LGBT consumers while not alienating or forgetting consumers coming of age today. We want them to know our role, heritage, and history with the LGBT community, yet still seeing us as a hip, current and cutting-edge brand. We work on these goals by aligning with organizations like GLAAD that have a deep history with the LGBT movement and are attractive to young LGBT consumers. The key outcome of my discussion with Neil was our sponsorship of the ‘Thank GLAAD It’s Friday’ event series, which brings GLAAD to cities across the U.S. to hold networking events for young LGBT professionals.
GLAAD: Has your partnership with GLAAD set you apart from competitors?
JM: Indeed. Many different types of companies are trying to break into LGBT marketing and our longstanding relationship with GLAAD gives ABSOLUT real credibility. When GLAAD thanks us at TGIF events or on stage at the Media Awards, there’s a real truth and history behind it and you see that from all these years together.
GLAAD: What has it been like to work with GLAAD staff members?
JM: It’s great to work with professionals who are so dedicated to their cause. The Special Events team at GLAAD puts on huge scale events that are done tastefully and beautifully. At TGIF events, I’ve posed as a “secret shopper” and gone into venues to see how our brand is positioned. GLAAD always represents our brand accurately and the high visibility gives us a nice return on investment.
GLAAD: What has been a personal highlight of your sponsorship?
JM: Sitting in the front row of GLAAD Media Awards in 2007 and being so close to Jennifer Hudson that I could reach out and touch her. What a voice.
GLAAD: Any parting comments as we celebrate the 20th anniversary of the GLAAD/ABSOLUT partnership?
JM: We have a definite sense of pride about this relationship and the company that we keep. It’s great to not only be helping GLAAD, but working alongside great corporations like IBM and AT&T. Not only have we been actively involved with the LGBT community, but have built other partnerships that have been maintained. We’ve been introduced to group of companies that we patronize and work with because of their role in the LGBT community.
