In another move to reach out to the LGBT community, Target has launched a same-sex wedding-registry campaign.
The campaign includes an ad that showcases two grooms in formalwear holding hands with their foreheads and noses pressed together. A similar ad was created featuring two brides in wedding dresses popping open a bottle of champagne. Target’s current ad campaign slogans for its wedding registry are “Be Yourself, Together” and “That’s Love.” The retail outlet invites couples to build a “Target wedding gift registry as unique as the two of you.”
Also, when a couple registers at Target, they can choose either “bride,” “groom” or “partner” when it asks for the primary registrant and co-registrant.
The ads are in addition to two other pro-LGBT initiatives that Target launched in the past few months. The company is now carrying same-sex greeting cards and, in June, sold Pride T-shirts.
“Target is committed to diversity and inclusion in every aspect of our business, including our marketing efforts,” said Target spokeswoman Molly Snyder. “The Target Wedding Registry advertising campaign is designed to reach all guests and represent the diversity of communities we serve. At the heart of our company are core values, which include Target’s long-standing commitment to create an environment where all of our team members and guests feel welcome, valued and respected. We believe our current marketing is consistent with this value.”
Snyder indicated that Target does not typically disclose the specifics of the company’s media mix; however, she did say that the ads are actively running. One place the ad can be found is www.equallywed.com. The link that is embedded into the ad goes directly to Target’s wedding-registry portal.