90TEN public relations to focus on gay community

A PR agency launched this week to target the 'Pink Pound'.

90TEN public relations has been set up with a business model aimed at tailoring PR work to specific 'end-user' groups within the gay and lesbian community rather than targeting the community in general.

The establishment of the agency follows the trend towards tailored PR work for this sector, as has already caught on in the US.

Carole North, who founded Context Communications ten years ago, and Paul Tanner, formerly head of marketing and PR at Paper Technology International, have established the London-based agency.

Its clients from launch include Respect Holidays, gay support group the Albert Kennedy Trust, and the Sydney 2002 Gay Games VI.

The agency's name seeks to highlight its focus on the ten per cent of the population that is gay rather than the heterosexual majority.

In a Gay Times survey, 88 per cent of respondents felt that mainstream companies did not do enough to acknowledge their existence.

The gay community has already been targeted by Countrywide Porter Novelli and Le Fevre Communications, which have devoted spin-off departments to the sector, as well as independent specialist agencies such as Green Pyramid.

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