Since 2014, New Avenue has been retained by Hilton Worldwide to provide strategic counsel as LGBT subject matter experts across their entire portfolio of brands.
Our work has included both internal and external communications, response recommendations to LGBT issues, competitive analysis, ERG consulting and the development and activation of ongoing multi-brand consumer platforms both on and off line.
In addition, New Avenue is tasked with identifying, negotiating and overseeing the activation of unique event and sponsorship opportunities such as NYC and Capital Pride and others in an effort to elevate their leading market position.
New Avenue has had the pleasure of working with Comcast to provide strategic direction and insight with the LGBT segment.
Areas of focus have included expanding their digital footprint with Xfinity.com/LGBT, consulting on public relations across related topics, ongoing audit of their LGBT non-profit partnerships for maximum impact, and most recently, the creation and execution of Xfinity’s multi-city LGBT Pride initiative that brought a bit of Hollywood and the incredible LGBT centric content to the community.
For two years New Avenue was retained by Kellogg's to provide ongoing consulting services to better understand and connect with the LGBT consumer segment.
In 2016, New Avenue negotiated and helped direct Kellogg's first ever sponsorship of GLAAD's Spirit Day. What began as a modest initial effort quickly grew into a first-ever cross-company symphony of fifteen brands all "going purple" to support the anti-bullying campaign. With a "Start your Spirit Day with Kellogg's" message, the activation included a live streamed breakfast event from the Kellogg's Cafe in NYC and continued with each of the participating brands posting creative memes in support. New Avenue led the charge in coordinating the cross-brand effort reaching thousands of people across the country.