Gay and lesbian media company PlanetOut Corp. debuted a newly redesigned Web site, logo and
corporate identity system, and launched a multi-million dollar advertising
campaign across more than 100 magazines, newspapers and Web sites.
The customer acquisition and branding campaign launches in 10 national
magazines, including Out, The Advocate, Genre, XY, Curve, Instinct and the
first-ever gay advertisement in The Industry Standard.
In addition, PlanetOut’s “Engage-Enjoy” campaign launches in over 100 gay and
lesbian regional and national magazines, newspapers and Web sites. The
campaign promotes PlanetOut’s consumer benefits, with a distinctive
photography style that alludes to computer and television screens.
“We listened to our members and redesigned PlanetOut. The result is a faster,
easier, richer site with more services,” said Megan J. Smith, PlanetOut CEO.
The redesigned Web site adds new member services such as free e-mail with
integrated free postcards, personal ads, more relevant searching, improved
personalization and new content offerings. To meet advertiser demand,
PlanetOut said it has integrated more advertising inventory without
compromising the member experience.
The new corporate I.D. system brings to the forefront a Planet/stylized P and
O that has been part of PlanetOut’s identity since 1995. In addition, the
logo features the word PlanetOut in bold text.
PlanetOut seeks to offer a welcoming, and safe community for gay, lesbian,
bisexual and transgender people and their family and friends, providing
content including: news, entertainment, travel, money and career, Internet
radio, online cinema, shopping, directories, message boards, chat, and advice
columns. The site claims more than 325,000 registered members.
