Says Gmax.co.za marketing and sales manager Greg Forbes, "Brands wishing to expose themselves to the 'Pink' community should utilize this opportunity. It is a golden chance to build the awareness of brands wishing to market themselves to this lucrative market.
"Research done both locally and internationally has proven that this market generally falls into the higher LSM groups, has on average a high annual income and a larger disposable income. This market too is not only brand conscious, but extremely receptive to brands that are to seen to support social diversity and freedom of expression," he says.
Past Pride festivities have been targeted by such brands as Nando's, Hertz, 94.7 Highveld Stereo and Virgin Active.
"In targeting this market and certainly at this festival, big brands are exposing themselves to an extremely brand loyal market. It is also an opportunity to associate the brand with social diversity in South Africa," Forbes concludes.
