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Toronto, Canada - January 16, 2003 - Canada's gay marketing agency, Wilde Marketing, today announced it has been awarded a strategic counsel contract by The Vivat Group , a gay-owned and operated retirement living community company. "The opportunity to pioneer the development of a marketing communications strategy so succinctly targeting members of Canada's gay, lesbian, bisexual and transgendered (GLBT) community in the GTA who are 45 or older is a hugely rewarding challenge we welcome," says Shane Wagg, Wilde Marketing's principal. "Typically, the construct of the GLBT community, as with North American society in general, focuses on youth, particularly when it comes to media content and representation. The reality is that we all get old and in fact, by 2021, fully 40% of Canada's population will be 50 years or older. The Vivat Group is taking a leadership role in recognizing and identifying the need for a GLBT retirement living community borne of research that shows on average, only 20% of elderly gays and lesbians have a life partner, and only 10% have children. By contrast, almost half of the general population faces retirement with a spouse, and 80% have children -- the primary caretakers in elder care," Wagg states. "The Vivat Group also recognizes that when it comes to retirement living issues and the GLBT community, baby steps are the order of the day and as such, they are actively seeking the advice and input of community members 45 or older. That dialogue is being facilitated by N. Barry Lyon Consultants Ltd., a real estate consulting firm, and represents the first phase of the project in assessing wants, needs and response through a series of discussions and workshops," Wagg says. Workshop participants will be targeted through a series of print ads running in Xtra and Now Magazine, online ads on GayGuideToronto.com, and through grassroots initiatives within Toronto's GLBT community, breaking January 16th, 2003. Those interested in participating in the workshops are invited to contact The Vivat Group via email at gordon@vivatgroup.com. About The Vivat Group The Vivat Group is a Canadian gay-owned and -operated company that is dedicated to providing options for accommodation in the senior GLBT community, offering a living environment where they and their friends can be themselves. The Vivat Group is pioneering research of GLBT retirement needs and awareness in Ontario. About N. Barry Lyon Consultants Ltd. Established in 1976, N. Barry Lyon Consultants Ltd. is a full service real estate consulting firm, specializing in the residential market. NBLC is best known for its market research services focused in particular on the condominium apartment and adult lifestyle markets, its development management services, and its development and financially-oriented services in order to determine the highest value and best use scenarios for its clients. NBLC has conducted numerous surveys and focus groups in its 26 year history and has established solid relationships with a large number of developers. Since 1981, NBLC has also co-published the Urbanation Condominium Market Survey, the most comprehensive source of data on the Toronto CMA condominium apartment market. About Wilde Marketing Wilde Marketing is Canada's gay marketing agency offering comprehensive advertising, marketing communications, strategic and public relation services to companies who understand the value of engaging gay consumers in this country. The company is located at 2722 Yonge Street, Toronto, Ontario, Canada, M4N 2H9, 416.821.3074 phone, 416.483.3513 fax. For more information, please visit Wilde Marketing online. Media Contact: Shane L Wagg Wilde Marketing (416)821-3074 swagg@wildemarketing.com |
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© 2003 Wilde Marketing - Gay Retirement Canada |