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Agency: In-house


Leading personals site is rolling out a major international advertising campaign from spring 2008, featuring a new range of models which the brand claims reflect the kind of guys users and subscribers can meet on the sites.
Featuring a range of British based male models the campaign was shot on two locations in London and uses either famous or familiar quotations to position as the ultimate personals website.
The campaign breaks in Australia in March to support’s ongoing sponsorship of Sydney Mardi Gras. Tailored versions, which are relevant to their local markets, then roll out globally via print and online to all other international territories, including the UK.
“Gaydar is all things to all people so we wanted a campaign with a look and feel that reflects the broad spectrum of guys that you can meet on the site,” said Gaydar’s creative Director Mark Mangla.

“Using the quotes also reflects the fact that the gaydar sites go beyond just sex and love and are somewhere where you can find new friends or meet existing ones for a chat.“
Eight years after and its associated urls were launched, the portal has created an unprecedented online gay and lesbian community which has grown to become the world’s biggest online dating and social networking website.

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