There's no better way to create buzz than to put gay-targeted ads in the mainstream media. These ads are meaningful for all consumers, gay or not. General market consumers saw an ad touting the benefits of Subaru's All-Wheel Drive; gay men and women saw a message that commented on public perceptions of the gay community.

The Poux Company performed the media strategy and buying for 10-city gay and lesbian campaign; placed ads in the gay press, outdoor ads in gay neighborhoods and on postcards; and performed public relations to the gay press.

Postcards were available in hip restaurants and bars
in 10 cities. Gay consumers noticed that these are
both men's bicycles.

Bulletin at Boren and Howell in downtown Seattle, a gay-traveled area.

Bus shelter in Dupont Circle area in Washington, DC. The Subaru ads were posted in time for the Millennium March, a gathering of hundreds of thousands of gay people from all over the country.

The gay press noticed the ads and wanted to cover the campaign. This story is from The Seattle Gay News.