After meaning to do so for years, but always forgetting or being out of town we attended the 30th annual Gay Pride Society parade celebrating Vancouver Pride Day this past weekend in Vancouver. (Did I mention I went with my wife?) We were among 400,000 spectators watching what was truly a spectacular event.
There was a lot of advertising mixed in among the entrants from political, religious and social groups, but there were not many business or service entrants which surprised me as a captive market of 400,000 people is a great marketing opportunity. The one float that caught my eye and stood out with a headline that grabbed your attention was a national real estate company called Royal Lepage. In particular four Realtors by the names of Hootie Johnston, Blair Smith, Scott Barry and Grace Brewster.
Now I have no idea what their motivation was to advertise, personal or business, but considering the Gay and Lesbian population in Vancouver is considerable in number and make up a significant percentage of buyers I think this was a perfect venue to reach out.
But the icing on the cake was the headline…
“Looking for a house? With a Larger Closet?”
I thought this was witty, provocative and it made me think. I am sure I was not alone.
The float was rather simple as you can see below, but it was a winner in my marketing books.
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