Out of the Blue’s founder was recruited to help plan and implement the distribution and consumer launch of MTV Networks’ Logo, the first advertising-supported, 24/7 TV network for LGBTQ+ Americans. MTV Networks adopted her award-winning, B2B and B2C blueprint developed for the launch of Showtime Networks’ The L Word series.

Our collaboration with MTV Networks resulted in a highly successful rollout — the second effort by a major media network to market to the LGBTQ+ consumer segment. Results also provided proof to other networks, like Bravo, to invest in hit series like Queer Eye for the Straight Guy and their spinoffs because the market was ready and proved itself. Our efforts to launch Logo delivered another key benefit as well: a comprehensive marketing and communications platform for driving LGBTQ+ inclusion and visibility. This platform was used by national advertisers, NGOs and government to affirm their commitment to our equality.

Working directly with VH1’s and Logo’s think tanks, Out of the Blue advised on channel rollout planning, including tried and tested grassroots strategies that helped successfully premiere the new TV network 12% above goal with 19 million subscribers. Logo’s platform eventually paved the way for mainstream culture to embrace powerful entertainers, advocates and life-affirming role models, like RuPaul and Kate McKinnon, along with our causes, like marriage and gender equality.

Out of the Blue recruited over 90 ambassadors to help secure distribution for Logo on local cable/satellite platforms. We designed and managed highly tailored programs to create demand for the product in key markets, strategies that led to winning some of our most challenging efforts in underserved regions. We also made sure Logo’s field staff represented people from all backgrounds — regardless of age, gender, race, or ability — when recruiting, training and supervising our multi-year, national grassroots team.

Out of the Blue’s founder also represented MTV Networks with distribution partners nationwide, managing business relationships including co-marketing activations with brands like Target and Subaru. By the end of Year One, we helped secure distribution across key markets including Houston, Austin, Chicago, Minneapolis, Atlanta, Las Vegas, others. We even innovated a 4-way partnership program that broke regional subscriber acquisitions records in San Francisco and Los Angeles.

They say a job isn’t a job when you’re having fun. Not only did we have fun, but we also helped the business world understand the cumulative power of LGBTQ+ diversity, equity and inclusion (DEI)—and the rainbow dollar that follows when national advertising brands demonstrate their authentic commitment to us as consumers and people.