Interflora woos gay market

Flower delivery giant Interflora is taking advantage of the "pink pound" - by joining forces with a gay website.

The company says it has signed a sponsorship deal with www.gay.uk.net to give it exposure in a key market.

Part of the deal will see 25% of the value of all orders being donated to leading HIV and Aids charity Crusaid.

The sponsorship, which will run over the key Valentine's and Mother's Day periods, follows Interflora's decision to target the gay press for future advertising projects.

Interflora's e-commerce marketing and affiliate manager, Victoria Wood, said: "This website offers Interflora the perfect opportunity to tap into a traditionally difficult to reach market.

"Interflora is a forward thinking company and because the decision had already been taken to become involved in gay press offline, it made sense to have a presence online."

A spokesman for the website said: "Gay.uk.net is thrilled that Interflora is backing a new non-pornographic gay lifestyles website."