WHO ELSE?

ACCELERATE ACCOUNTING
ACCIPIO CONSULTING
AEGIS TRAINING
ALTORIO
ARCOLA THEATRE
ARGENTUM
BRITISH SURROGACY CENTRE
BROOKLYN TOURISM
CAMDEN LGBT FORUM
DIVA DATE / GT DATE
EXCLUSIVELY PRIDE
FIERCE BINGO
G3 LOVE
GFEST
GLAMPUS
GOOGLE
GRAY & FARRAR
IGLHRC
LUFTHANSA
METEOR EVENTS
MONSTER EUROPE
ODPM
OUT IN THE CITY
PEACEMAN MUSIC
PRIDE LONDON
SCARLETT FEVER
SIR IVAN
SQUARE PEG MEDIA
ST JAMES AND SOHO CLUB
SWIM CINEMA
THE LONDON KITCHEN

Monday
Nov122012

ACTIVE BODY SUPPLEMENTS

HELPING GAY GUYS WITH ALL THEY NEED FOR A FITTER LIFESTYLE

 

A leading nutritional and fitness supplements retailer came to us as they recognised that gay men were active buyers of their products. Our research showed that this was a relatively untapped market. However, they had been trading for years in a very heterosexual space and didn't feel their brand appealed to a gay audience.

 

We developed a whole new brand for the retailer, called Active Body Supplements (that conveniently abbreviated to ABS), creating a fresh, contemporary and attractive brand - re-skinning the website, whilst utilising the retailer's strong back-end e-commerce platform. The brand launched with strong print and online advertising, PR and partnership activity with personal trainers, urban gyms and sponsorship activity, actively targeting gay guys into fitness and keeping in shape.

Monday
Nov122012

AMRO TRAVEL

GETTING GAY TRAVELLERS TO 'TRAVEL THEIR DREAMS'

 
 

Arguably the UK's leading LGBT travel specialist with particular strength in LGBT sun locations, the brand was keen to enter a new international market focussed on bespoke, long distance travel, without alienating their core business.

 

We developed a new advertising campaign for AMRO, that built on its core brand values rather than focusing on destination marketing, appealing to more aspirational consumers and those with higher disposable incomes.

 

The new campaign 'Travel your dream' urges potential customers to think outside the box when selecting their next location, accessing a wealth of expert travel information on the agent's website.

 

In line with this campaign, we also worked with AMRO to strengthen its social-network marketing and truly secure the position of 'market-leader' among gay and lesbian audiences.

 

Monday
Nov122012

BIG GAY LIFESTYLE SHOW

MARKETING AND PROGRAMMING EUROPE'S BIGGEST INDOOR LGBT EXPO


Europe's premier LGBT face-to-face marketing event, the Big Gay Lifestyle Show, selected Boutique to engage with LGBT people from all over the UK to come to London to meet exhibiting brands looking to reach them and to be entertained.

We developed a fully integrated strategy including PR, partnerships and social media, bringing in an average of 3,000 visitors to the Grand Connaught Rooms in London.

Boutique also programmed the entertainment for 2012's event, showcasing the very best in LGBT performances, comedy, theatre, literature and art. 

 

Monday
Nov122012

CRAFTS COUNCIL

CRAFTS COUNCIL'S ORIGIN CRAFTS FAIR REACHES LGB CITY WORKERS


Part of the Crafts Council's Origin event marketing strategy was to reach high-income City workers who they knew had an interest in buying original interior decor items for their homes.


We knew that gay City boys and girls had a high disposable income and the only way to reach them was through their firms' diversity officers and relevant corporate networks.


We partnered with some of the City's top companies to drive ticket sales by providing an exclusive dining offer at Somerset House during the show plus a chance to win free tickets. In addition, we used gay online social networks to reach an even greater number of our target audience.


Our actvity resulted in over a thousand LGBTs attending the show.

Monday
Nov122012

DIAGEO RESERVE

ACTIVATING DISCERNING LGBT DRINKERS ACROSS LATIN AMERICA

 

With Latin America rapidly becoming one of the world's greatest consumers of luxury goods, Diageo Reserve (the super-premium brands in Diageo's spirits portfolio) wanted to ensure that their brands were 'front of mind' of fashionable Latin American trendsetters.

We helped them establish that gays and lesbians were core to such an engagement strategy by quantifying the entire market and delivering a cross-Latin American community, trade and consumer strategy to activate their luxury brands among this audience.

The strategy will be rolled out over the next two years, making Latin America the first Diageo region that has actively made a LGBT drinker engagement plan part of their mainstream strategy.

 

Monday
Nov122012

DIAGEO WESTERN EUROPE

NEW ARCHERS AQUA FLAVOUR SELL-OUT IN LONDON AND MANCHESTER


To support the TV advertising campaign, Diageo asked us to test-launch the new apple flavour of Archers Aqua in a controlled test across UK bars. With Diageo having no knowledge of the gay on-trade, we built an account database and helped their commercial teams sell-in the promotion in Soho and on Canal Street.

 

We incentivised trial by offering an apple shaped CD (with a single of the music from the ad 'Build me up Buttercup', covered by a certain Elton John before he got famous) or green feather boas for every 2 bottles purchased. The promotion was supported in outlet by a staff-incentive activity and bespoke POS.

 

The campaign was so succesful that stock of the new flavour sold out over the Bank Holiday weekend in which it ran.

 

Monday
Nov122012

DIVERSITY CAREERS SHOW

GETTING JOBSEEKERS TO THE COUNTRY'S BIGGEST LGBT DIVERSITY CAREERS SHOW

 

We reached over 250,000 LGBT graduates, undergraduates and jobseekers; to talk to them about careers in industry. No easy task, considering the current recruitment climate.

 

Through the use of clever partnerships, online, on-campus, and social-network marketing, coupled with effective media-partnerships and PR, we matched LGBTs looking for a career with some of the country's most influential recruiters at the event.

 

In addition, we developed a professional brand look/feel and website for the event, featuring branded delegate microsites. Boutique has run marketing and PR activity for over 7 of these shows in the last 4 years. 

 

Monday
Nov122012

FURTHER AFIELD

DRIVING ACQUISITION AND LOYALTY STRATEGY TO TARGET LGBT HOLIDAY-MAKERS

 

We work closely with new luxury travel brand, Further Afield (offering 'hand-picked' places to stay for discerning gay and lesbian travellers) to reach their target customers and keep them coming back.

 

We delivered a strategy including a mix of targeted social-networking, advertising, PR and partnerships, to grow volume and ongoing value among their core audience of gay holiday-makers and properties that want to target them.

 

We also advised on the business's branding, proposition and marketing strategy, in line with their growth plans. The strategy is now in action and membership is growing and featured properties reporting healthy bookings from the site.

 

Monday
Nov122012

G3 MAGAZINE

G3 REBRANDS TO CELEBRATE OVER A DECADE OF SERVING THE LESBIAN COMMUNITY


 

We were chosen to rebrand g3 magazine, one of the country's leading lesbian publications.

 

We took to the opportunity to contemporise the brand, look and feel of the magazine to be more in-line with the needs of today's gay-female audience. Continuing on from the magazine's strong heritage, the redesign brought more character and glamour to the magazine.

 

The brand has continued to grow from strength to strength, with increased readership and kudos in the lesbian marketplace and in 2009 won Stonewall's coveted 'Publication of the Year' award. It is now a full news-stand title.

Monday
Nov122012

GAYPARSHIP

HELPING LESBIAN AND GAY SINGLES FIND THEIR PERFECT PARTNER


We're proud to be working with one of the world's leading match-making brands as their UK/Eire marketing team for their gay offering.

 

We're looking after their entire UK and Ireland gay and lesbian offering, including strategy, media-planning, advertising, PR, affiliate and partnership work and sponsorship.

 

Moreover, on a partnership level, we are launching fantastic new dating brands utilising GAYPARSHIP's proprietary technology to make the brand a household name in serious, long-term relationship-making in the UK and Ireland.

 

Monday
Nov122012

LLOYDS BANKING GROUP

PLANNING THE GROUP'S LGBT INCLUSIVE ADVERTISING CAMPAIGNS


UK banking giants, Lloyds TSB and Halifax, both members of the Lloyds TSB group selected Boutique to work on making their customer engagement strategy more LGBT-inclusive.

The result was the first ever fully-inclusive, prime-time TV advertising for Lloyds TSB that includes a gay couple, named Emery and Dillon, riding a segway that flys a rainbow flag, whilst walking their pet hedgehogs.

Halifax features a gay couple in its current mortgage adverts which are appearing in targeted LGBT publications for the very first time. Whilst Halifax print ads usually only feature one person, we worked with them to alter the image to make it more relevant to the gay community.

 

Monday
Nov122012

NATIONAL AIDS TRUST

ENHANCING THE NAT'S FUNDRAISING EVENTS


Boutique is proud to be an active member of the NAT's event and fundraising committee.  


The 25 year old HIV and AIDS charity needs crucial funds to continue its great work. Boutique supports the charity with event strategy, branding and communications, to reach out to current advocates and potential donors. For two years now, Boutique has developed theming and communications for Spring Awakening, the charity's biggest annual fundraising event.

 

Monday
Nov122012

OUT THERE

OUT THERE REACHES A GLOBAL GAY AUDIENCE LIKE NEVER BEFORE
 


OUT THERE is the world's first luxury-led, homo-culture, arts, voices and travel journal aimed at discerning gay men. As this compendium of queer culture tries to redefine publishing in the gay market, they needed a strategy to reach readers, subscribers and advocates that they knew didn't always buy off news-stands.

 

We reached out to partners across the world, forming strategic relationships to get copies of the magazines directly into the hands of the core reader, inspiring them to subscribe and continue purchasing.

 

As a result, Out There is now distributed across 20 international markets, stocked in-room in luxury hotels, in-cabin in airlines and in high-fashion boutiques, hairdressers, members clubs and health spas. The magazine is also working with LGBT social and professional networks in media, legal and financial industries as well as ivy-league LGBT alumni networks - and this is all over and above news-stand, subscription and digital sales. Boutique is proud to be co-founders and publishers of this fantastic new media concept.

 

Monday
Nov122012

PINK CLOVER CLUB

PINK CLOVER CLUB HELPS GAY AND LESBIAN SINGLES FIND LOVE


Online dating site, pinkcloverclub.com asked us to help them raise awareness and sign-ups, in a very saturated dating marketplace.

 

We knew that we had to make them stand out. We developed their USP to target friends of LGBTs as well as LGBTs themselves. We urged people, gay or straight to help their gay and lesbian friends find love.

 

Activities included a highly targeted online media strategy, as well as driving word-of-mouth by creating advocates and ambassadors through social networking. Moreover, we partnered up with private members club 40|30 (ther bar at the top of the Gherkin) to offer our audience a tantalising incentive to join, promoted through direct response advertising and PR.

 

Our summer campaign 'Single and Looking' saw our promotional teams take to the streets of London, Manchester and Brighton to raise awareness for the brand. In just a matter of hours at each event, over 10,000 stickers had been given out, subsequently delivering thousands of hits to the site.

 

Monday
Nov122012

RAINBOW SENIOR LIVING

CREATING THE UK'S FIRST LGBT CARE-HOME


In today's ageing society, the topic of gay-seniors and LGBT retirement is rapidly becoming hot subject.


Yet retirement and care provisions with LGBTs in-mind is at present, virtually non-existant in the UK.


We're proud to be consulting with this fantastic LGBT-senior care-brand - delivering detailed market insight and strategic recommendations as they prepare for development of the concept.


So hot and exciting this topic, we're working with another LGBT elders brand, Argentum in developing strategy to market luxury retirement home concepts to LGBT individuals and couples.

 

Monday
Nov122012

RUBY FORTUNE GAMING

'I SHOULD BE SO LUCKY' DRIVES OVER A MILLION HITS

 

Ruby Fortune, an international online casino wanted to attract new members but wanted to look at a different audience profile outside the saturated mainstream market.


Our research showed that there was a high number of gay and lesbian gamblers; that no one was actively targeting. We proposed a fully integrated creative campaign to drive trial and engagement, incentivising sign-up with a £10,000 shopping spree at Selfridges. The campaign was promoted across a complete media-mix of printed press, online and field-marketing at regional Pride events.


By the end of the campaign, the website had received over 50,000 unique registrations and transaction value was an average £1,100.

Monday
Nov122012

STONEWALL

HELPING THE UK'S LEADING LGB CHARITY RAISE FUNDS


 

Stonewall's annual 10k Brighton Equality Walk needed a fresh creative look and feel to appeal to a wider participant base and increase the number of walkers and levels of sponsorship.

 

We developed a brand new logo for the event that will make it more memorable for years to come. In line with this, we also designed an eyecatching suite of communications to appeal to donors of all ages, capturing the spirit and excitement of this unique event by the seaside.

 

We also developed the event's website to reflect the new brand, with improved online functionality to faciliate online registrations, payment and fulfilment.

 

On an ongoing basis, we help Stonewall develop campaigns and marketing activities to raise funds or deliver on their objectives.

 

Tuesday
Jan152013

VISIT SWEDEN

PROMOTING SWEDEN AS THIS YEAR'S TOP LGBT TRAVEL DESTINATION

 


Visit Sweden, the organisation responsible for the promotion of tourism in Sweden has appointed us to drive interest and awareness of the country, particularly the cosmopolitan and gay-welcoming city of Stockholm, among LGBT travellers in the UK.

The activity will see a mix of innovative print and online PR, creating ongoing news and media interest for the country and its regions, as well as targeted, experiential consumer events and promotions.