TV Sitcom Son Comes Out as Gay

On one of the longest running sitcoms on BBC TV a recurring character has come out as gay.



Ian Johnson, Out Now
July 24, 2010

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Topics: TV. BBC TV. Coming out. Sitcoms. Gay characters on TV sitcoms. Son Michael comes out on BBC TV's 'My Family' comedy sitcom.

The progress of lesbian and gay characters becoming acceptable on TV continues.

The BBC TV program My Family is now in its tenth season. The show is one of the annual staples of the BBC comedy line-up.

Viewers have watched the story of a white, upper middle-class family evolve over the course of a decade - with some regular characters being written in and others leaving.

The program charts the story of Ben and Susan Harper and their family. It airs at 9pm on Friday evenings.

Their son - Michael - was introduced to viewers as a child at school, and his is one of the few characters to have been written into every season since the show's premiere in 2000.

Viewers have watched Michael grow from a small boy into a man.

Last week they watched and learned something new about this popular character - Michael is gay.

Clever treatment

The episode was well-written and acted.

In keeping with the usual family-fare comedy tone of the program, this episode made maximum impact by presenting Michael's coming out not as a major issue to be lauded - but rather as a fresh storyline with comedic implications to be explored, presented and laughed at.

The dialogue of the episode reflects this:

Michael: Mum I'm happier than I've ever been. I've been seeing a guy called Scott Marsh. A solicitor, he's 25, good looking. Lives with his dad, we met at a pub and just started talking. I feel at peace with myself. For the first time I can be honest and be myself with the world.

(Michael's Sister) Janie - Aren't gay people supposed to be stylish?

There was a nice mix of support (Janie: "Little brother. I am so proud of you.") included with comedy and mix-ups as per all other My Family episodes.

New writing team

When father Ben, a dentist, outs Michael's boyfriend to his father - who is one of Ben's patients, the usual rhythm of the show is preserved.

This plot development is one that is the result of a new writing team brought in this year to freshen the show.

What I found most refreshing was the comfortable way in which 'Middle-England' took this issue in its stride, without undue fuss. Twenty years ago when a gay character appeared in BBC TV's soap Eastenders the UK media took umbrage. This was very different.

Says a lot about how well UK society in 2010 has now progressed to acceptance and respect for gay people. Nice.

-----------------------------------------------------

Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community development since 1992 -- when the company was first established in Australia.

The agency has grown to now include specialist LGBT consultants working in markets across the world.


If you want to get your LGBT marketing and gay travel market research knowledge policies up to speed to include the latest Out Now Global LGBT market research, or learn more about social media and other leading-edge gay marketing strategies, get in touch with the recognized market leaders Out Now.

---------------

AdWeek referred to one of Out Now's gay advertising campaigns as "the year's most talked about tourism ads." Out Now Consulting is a leading global gay marketing specialist agency, founded in 1992. Clients include Barclays, IBM, Toyota, Citibank, German National Tourist Office, Visit Britain, Lufthansa and Time Inc. Magazines. Out Now won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

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-------------------
To learn how to get lesbian and gay marketing strategy right -- rely on gay marketing expert strategic advice from Out Now -- the leading experienced global strategic gay marketing, research and communications agency.

GLBT Business Leaders Meet in Poland

A landmark business conference just took place in Eastern Europe. And its legacy is likely to be felt in many positive ways by LGBT people for years to come.



Ian Johnson, Out Now
July 19, 2010

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Topics: Diversity and Inclusion. D and I. Equality and Diversity. E and D. LGBT market. GLBT staff equality. Eastern Europe. LGBT equal rights. Europride. 3rd International Gay and Lesbian Business Leaders Forum closes after successful two day conference in Warsaw, Poland.

Poland has just played host to a groundbreaking LGBT business leadership event.

The 3rd International LGBT Business Leaders Forum has just closed - and I was fortunate to attend this historic event.

Delegates and speakers were present from all over the world.

Of particular importance was the fact that so many delegates and speakers were from the Eastern region of Europe. Russia was also represented.

What left an indelible impression on me was the universality of the LGBT experience.

Out Now has long said that "gay" is a global brand. You can be lesbian or gay and find yourself in a totally foreign culture - yet the 'otherness' of being LGBT unites you with a common bond with those locals with whom you may share little except a sexuality.

(L: Selisse Berry, Executive Director, Out and Equal - with Ian Johnson, CEO, Out Now.)


But what a powerful uniting factor gay sexuality is.

Make sure this much is clear though - I use the word sexuality with no connotation of sexual relations (thanks Bill Clinton for such a handy description) whatsoever. (I also use the word "gay" in its most inclusionary way to mean all the diverse members of our LGBT communities worldwide.)

Rather, sexuality in this context is about much more than who we are naturally oriented to sleep with.

Issues such as violence, harassment, discrimination, exclusion and many other lifestyle and social issues cut across language, gender and cultural barriers for members of the LGBT community.

As I mentioned to delegates during today's closing session - these very issues and many more are to be answered by the 2010 Out Now Global LGBT Study - in more than 20 countries around the world.

This new Out now research will be profoundly helpful to have a global and international benchmark for so many of the uniting issues that bind this disparate group we routinely refer to as the lesbian, gay, bisexual and transgender "community".

The main message takeout I bring with me as I leave this Business Leaders Forum in Warsaw is the strength of the shared experience that so many gays and lesbians know as an undeniable truth of their lives.

That common bond is something far more unifying than money, language, business, politics or borders.

It is all about humanity.
-----------------------------------------------------

Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community development since 1992 -- when the company was first established in Australia.

The agency has grown to now include specialist LGBT consultants working in markets across the world.


If you want to get your LGBT marketing and gay travel market research knowledge policies up to speed to include the latest Out Now Global LGBT market research, or learn more about social media and other leading-edge gay marketing strategies, get in touch with the recognized market leaders Out Now.

---------------

AdWeek referred to one of Out Now's gay advertising campaigns as "the year's most talked about tourism ads." Out Now Consulting is a leading global gay marketing specialist agency, founded in 1992. Clients include Barclays, IBM, Toyota, Citibank, German National Tourist Office, Visit Britain, Lufthansa and Time Inc. Magazines. Out Now won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

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-------------------
To learn how to get lesbian and gay marketing strategy right -- rely on gay marketing expert strategic advice from Out Now -- the leading experienced global strategic gay marketing, research and communications agency.

Delta Flies Higher

Delta Air Lines takes a new step in the gay market that is subtle, but very powerful. And effective.



Ian Johnson, Out Now
June 29, 2010

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Topics: Delta Air Lines. LGBT market. Gay tourism. GLBT travel market. Tourism marketing. Gay and lesbian travel. Aviation industry targets gay market. Pride month in USA.

Progress happens all around us and usually in small steps.

This month though, leading global airline company - Delta Air Lines - has taken a fresh and inclusionary step to extend their ongoing gay marketing initiatives.

Those of us flying Delta this month will discover that nestled amongst the radio channels of inflight entertainment, is their Pride music channel - offering a selection of music and highlighting the importance of this month to gays and lesbians around the world.

It is worth noting this as ten years ago, or even five, this would not have happened.

Now Delta has a gay and lesbian travel microsite as well as in-house staff association.

The fact that a brand like Delta is able to tell the world that GLBT people are regular Delta customers - like all others - is a major innovation.

It is an inclusionary step that is at once powerful - and highly effective as a message to their lesbian and gay travelers. It shows all Delta passengers that gay and lesbian people are worthy of respect as valued Delta customers.

To top it off - the airline notes they are pleased to sponsor various Pride events across the USA.

Here's what the airline had to say when we interviewed them this week, and this is along the lines of what passengers in all Delta flights are reading in their June inflight programs:

World-renowned DJ Manny Lehman, a top-circuit party-headlining DJ, has produced Billboard charging remixes from Madonna, Janet Jackson, Cher and many more. Lehman also executive-produced the megahit and dance-floor anthem "Finally" from CeCe Peniston. Here he spins his latest remixes of sure-to-be-enjoyed hits at Pride celebrations across the country. Delta is proud to be an official sponsor of Pride celebrations in Atlanta, New York City and the Twin Cities of Minneapolis and St. Paul. Enjoy this exclusive DJ Mix, found only on the Delta Pride channel.

Great job Delta.

-----------------------------------------------------

Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community development since 1992 -- when the company was first established in Australia.

The agency has grown to now include specialist LGBT consultants working in markets across the world.


If you want to get your LGBT marketing and gay travel market research knowledge policies up to speed to include the latest Out Now Global LGBT market research, or learn more about social media and other leading-edge gay marketing strategies, get in touch with the recognized market leaders Out Now.

---------------

AdWeek referred to one of Out Now's gay advertising campaigns as "the year's most talked about tourism ads." Out Now Consulting is a leading global gay marketing specialist agency, founded in 1992. Clients include Barclays, IBM, Toyota, Citibank, German National Tourist Office, Visit Britain, Lufthansa and Time Inc. Magazines. Out Now won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

Delivered by FeedBurner

-------------------
To learn how to get lesbian and gay marketing strategy right -- rely on gay marketing expert strategic advice from Out Now -- the leading experienced global strategic gay marketing, research and communications agency.

The I in IGLTA

The International Gay and Lesbian Travel Association (IGLTA) brings its Annual Convention to Antwerp in Belgium this month, and new developments continue to strengthen the 'I' in IGLTA.



Ian Johnson, Out Now
June 7, 2010

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Topics: IGLTA. Out Now, LGBT travel and gay tourism marketing. Ian Johnson. Darren Cooper. Antwerp, Belgium. IGLTA Annual Convention comes to Antwerp, Belgium in June 2010.

It is great to watch an organization grow and improve as it goes.

That is the way I feel about IGLTA - the International Gay and Lesbian Travel Association.

From humble beginnings back in 1983, the group has grown from 25 largely US-based travel agents to an international body, with more than 1,500 members in over 60 countries.

The IGLTA is the world's leading travel trade association committed to growing and enhancing its members' gay and lesbian tourism business through education, promotion and networking. LGBT travellers can search, contact and utilize IGLTA members around the world for all their travel needs.

Antwerp 2010

I have three ‘must attend’ tourism conferences in my diary each year. The IGLTA Annual Convention is the only LGBT-organized symposium in that list. Nothing else even remotely comes close in the area of LGBT travel marketing when it comes to networking, business and educational opportunities.

I am pleased to be presenting an educational session at the conference - providing delegates with an overview of the new Out Now Global 2010 LGBT Market Study - the world's largest ever LGBT market research project - and revealing a sneak peak at the initial Europe LGBT tourism findings being revealed by this landmark gay market research project.

As Out Now has grown to become a global specialist LGBT marketing agency with local consultants in key LGBT tourism markets all around the world, IGLTA’s convention has only continued to grow in relevance and importance to our global business.

We schedule client meetings, sign new accounts and meet new business leads – all thanks to IGLTA and their highly effective annual convention. We are looking forward to attending Antwerp this year a great deal.

Get out the vote

In line with the international nature of the IGLTA, this year's Antwerp convention sees a record number of non-US based nominees standing for the IGLTA Board of Directors.

This is the sign of a healthy organization and it is great to see such a multitude of talent standing for the four Board positions up for election in 2010.

I must confess a slight personal bias here.

Out Now's Senior UK Consultant - Darren Cooper - is standing for election to the IGLTA Board this year.

If IGLTA members are minded to elect Darren Cooper to that role they will be fortunate indeed - and will discover, as I have, that he is one of the most skilled LGBT tourism professionals in the world.

No matter who wins election to the Board - the candidates, from all over the world, are all strong - the IGLTA conference in Antwerp looks like being a show to remember.

The IGLTA Annual Convention takes place at the Radisson Blu Astrid Hotel, Antwerp, Belgium, from June 23-June 27, 2010.
-----------------------------------------------------

Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community development since 1992 -- when the company was first established in Australia.

The agency has grown to now include specialist LGBT consultants working in markets across the world.


If you want to get your LGBT marketing and gay travel market research knowledge policies up to speed to include the latest Out Now Global LGBT market research, or learn more about social media and other leading-edge gay marketing strategies, get in touch with the recognized market leaders Out Now.

---------------

AdWeek referred to one of Out Now's gay advertising campaigns as "the year's most talked about tourism ads." Out Now Consulting is a leading global gay marketing specialist agency, founded in 1992. Clients include Barclays, IBM, Toyota, Citibank, German National Tourist Office, Visit Britain, Lufthansa and Time Inc. Magazines. Out Now won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

Delivered by FeedBurner

-------------------
To learn how to get lesbian and gay marketing strategy right -- rely on gay marketing expert strategic advice from Out Now -- the leading experienced global strategic gay marketing, research and communications agency.

McDonald's Gay Advertising in French Market

McDonald's steps up with a new mainstream advertising campaign for the French market showing a gay teenage boy as an included part of its brand vision.



Ian Johnson, Out Now
June 3, 2010

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Topics: McDonald's. Mainstream advertising. France. French gay marketing. LGBT market in Europe. Diversity and Inclusion. McDonald's launches a new inclusion ad campaign in the French market which features a gay French teenager and his Dad eating at McDonald's.

Progress happens in the most unexpected of places sometimes.

McDonald's is a major corporation that relies for its profits on being distinctly mass market.

The brand has in recent years sought to redefine itself as being more adult-targeted, and more environmentally aware, than were traditionally the perceptions of the brand in the market in the past.

Now, we can add 'Diversity and Inclusion' champions to the various descriptions one can make of the McDonald's brand.

The company's latest TV campaign in France's fast-food market shows a French teenager and his Dad eating there.

The twist in the advertisement's tail is that the boy is not who his Dad thinks he is.

Here is the new McDonald's gay themed ad:




At Gay Market News we perceive a bigger picture thought: McDonald's is in the business of growing its business, and the decision to run this ad is one that would have been made at the highest levels of their corporation.

It is encouraging - to say the least - that the principles of diversity and inclusion are clearly seen by this maven of consumerism to be commodities with which to sell to the mainstream market.

Their decision is a business one that is meant to increase total sales, and visibility and acceptance of 'us' gets to be part of the mainstream picture in the process.

There have been many people today talking about how they did not usually think much of McDonald's - but the brand's decision to take a public position on support for LGBT people has won the support of customers that traditionally would have given the brand's outlets a wide berth.

My partner hates McDonald's with a passion - but even he told me today how much he respects the brand for doing this.

Full marks to McDonald's for taking a leading stance on the importance of true acceptance of diversity and inclusion.

-----------------------------------------------------

Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community development since 1992 -- when the company was first established in Australia.

The agency has grown to now include specialist LGBT consultants working in markets across the world.


If you want to get your LGBT marketing and gay travel market research knowledge policies up to speed to include the latest Out Now Global LGBT market research, or learn more about social media and other leading-edge gay marketing strategies, get in touch with the recognized market leaders Out Now.

---------------

AdWeek referred to one of Out Now's gay advertising campaigns as "the year's most talked about tourism ads." Out Now Consulting is a leading global gay marketing specialist agency, founded in 1992. Clients include Barclays, IBM, Toyota, Citibank, German National Tourist Office, Visit Britain, Lufthansa and Time Inc. Magazines. Out Now won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

Delivered by FeedBurner

-------------------
To learn how to get lesbian and gay marketing strategy right -- rely on gay marketing expert strategic advice from Out Now -- the leading experienced global strategic gay marketing, research and communications agency.

Gay Business Conference

Next month a new LGBT marketing initiative is coming to London - the 1st Gay Business Conference.



Ian Johnson, Out Now
May 31, 2010

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Topics: Out Now. 2010 Gay Business Conference. London. Axel Hotels. LGBT market. GLBTmarketing. Lesbian market research. Gay advertising. LGBT business conference one month away - set to include global LGBT marketing thought-leaders.

My work is about to take on a distinct travel-based hue, with speaking engagements in various countries at various LGBT market events.

July looks particularly thrilling with eight country changes over four weeks. No rest for some it seems.

I thought we should profile a few of the events I am presenting at next month though. Those include the IGLTA Annual Convention in Antwerp - more on that later.

One month from this week, it is a new event in London that will be centre stage.

Here is some information about that.

Gay Business Conference

On June 29, 2010 - the Central Hall, Westminster will play host to a gathering of leading LGBT marketing expertise at the 1st annual Gay Business Conference to be held in London.

The conference website provides interesting background.

The 1-day GAY BUSINESS CONFERENCE in London is for representatives from brands, services, businesses, organisations and professionals of all types ('mainstream' and 'gay') in the UK, Europe and worldwide, to facilitate the exchange of information and expertise in marketing and selling to, and doing business with, clients and consumers who identify as gay or bisexual.

There are a range of speakers attending including Kim Watson of Millivres, Europe's largest LGBT publishing house - and Juan P. Juliá - founder of the world's leading gay hotels brand - Axel Hotels.

I am fortunate to be sharing the schedule with such thought-leading LGBT marketers.

My presentation is entitled: With Everyone Out Now, Just Who is the 'Gay' Customer?

Here is the session description from the conference website:

Ian Johnson, Founder, Out Now Global - fresh from providing specialist marketing and customer service consultancy to companies worldwide, Ian has promised an exclusive early release of findings from the '2010 Out Now Global LGBT Market Study’ at the Conference and will draw on his considerable marketing and market research background with Out Now Consulting to help delegates understand their gay customers better and to plan to sell to them more effectively.

Hopefully if you are in London that day you can join us at the conference. If so, please be sure to say hi to me as a Gay Market News reader. It's always nice to know someone is out there.

Find out more about the Gay Business Conference. A one day event to be held at Central Hall, Westminster, London, UK. June 29, 2010.
-----------------------------------------------------

Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community development since 1992 -- when the company was first established in Australia.

The agency has grown to now include specialist LGBT consultants working in markets across the world.


If you want to get your LGBT marketing and gay travel market research knowledge policies up to speed to include the latest Out Now Global LGBT market research, or learn more about social media and other leading-edge gay marketing strategies, get in touch with the recognized market leaders Out Now.

---------------

AdWeek referred to one of Out Now's gay advertising campaigns as "the year's most talked about tourism ads." Out Now Consulting is a leading global gay marketing specialist agency, founded in 1992. Clients include Barclays, IBM, Toyota, Citibank, German National Tourist Office, Visit Britain, Lufthansa and Time Inc. Magazines. Out Now won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

Delivered by FeedBurner

-------------------
To learn how to get lesbian and gay marketing strategy right -- rely on gay marketing expert strategic advice from Out Now -- the leading experienced global strategic gay marketing, research and communications agency.

Hungarian LGBT Business Leaders Forum

Last week a landmark event took place in Budapest, Hungary - a conference that focused on LGBT diversity and marketing issues.



Ian Johnson, Out Now
May 24, 2010

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Topics: Out Now. 2010 LGBT Hungary Business Leaders Forum. IBM. Gay and lesbian diversity. GLBT marketing and diversity. Out Now Global 2010 LGBT Market Study. Hungarian Business Leaders Forum HBLF first LGBT event held last week in Budapest, Hungary.

I am very lucky that my business life takes me to so many interesting places and delivers such a wide variety of work to undertake.

Last week I found myself in Hungary at the invitation of the Hungarian Business Leaders Forum (HBLF) - to moderate a workshop on LGBT marketing.

This session was in the broader context of the two day 1st Hungarian LGBT Business Leaders Forum which took place on May 20-21, 2010.

There was an impressive array of leaders from the political and business spheres.

Borbala Czako - the UK Ambassador to Hungary, and HBLF President - gave a warm welcome to delegates, and also hosted a function at the British Embassy for invited guests. It proved to be a great opportunity for us to mingle and network together.

The IBM Country General Manager of Hungary, Peter Paal, delivered an informative presentation where he explained that when the in-house LGBT staff group - EAGLE - was established several years ago in Hungary, he was pleased to be their sponsor within IBM. This, he said, made it very clear to all staff that the equal treatment of LGBT staff is considered a non-negotiable business imperative at IBM.

Andreas Citak, Managing Director for Global GLBT Marketing at IBM was a member of several panels during the forum, and he made an excellent point that when it comes to LGBT diversity and inclusion, IBM has been doing it longer than most. Sexual orientation equality was recognised by IBM as part of the firm's corporate policies over 25 years ago, way back in 1984 - when this was a leading-edge thing for any major global corporation to commit to.

IBM were co-organizers and principal sponsors of the forum.

Other sponsors included Vodafone and Morgan Stanley.

David Legg - Managing Director of Morgan Stanley - made a presentation that I personally found both enlightened and enlightening. He chose a powerful reference point where he related how were his 6 year old son to be gay - he would want that he be judged not for his sexuality, but for what he does with his life. At Morgan Stanley he related to the delegates that many LGBT people are members of their UK staff association, but that those who prefer not to join any staff groups are obviously free not to do so. But even for this group, he said, they often remark to him how pleased they are that Morgan Stanley makes the statement of inclusion that is inherent in an effectively operated LGBT in-house staff group.

One of the more dynamic presentations was made by Debbie Laybourn - Group Head of Diversity and Inclusion at Vodafone. Her presentation included an award-winning video - of which Debbie was one of the creators - highlighting the practical impacts that inclusion of diversity seeks to address when implemented by a corporation.

LGBT Business Development and Marketing

This session included a range of topics and speakers.

As moderator, I introduced the session looking at the history of LGBT marketing as experienced firsthand by myself at Out Now, specializing in this field since 1992.

We discussed various Out Now work with corporates during that time in areas such as communications, strategy, training - including the GayComfort online training program, and research - such as the newly launched Out Now Global 2010 LGBT Market Study.

It was fun to reveal that one of the new models appearing in Out Now's advertising for our client TUI, in their LGBT travel Freedom Collection by Thomson - is Attila - a Budapest local.

We discussed a slide that showed that respondents to 2008 Out Now LGBT market research for Millivres in the UK revealed that only 32 percent of them said that gays and lesbians are currently treated "very well" at their work. That implies that more than two in three LGBT workers in the UK experience varying levels of problems at work related to their sexual orientations.

In another slide we saw that Out Now research in the UK also reveals that eight in ten respondents believe that being out to everyone in their workplace poses a real risk of holding back their own career advancement.

These figures reveal that there remains a sizable gap to be bridged for many workers between the very important Diversity and Inclusion policies that are increasingly in place at corporations around the world, and the day-to-day reality of workplace discrimination that remains in place affecting the lives of LGBT people at work on a daily basis.

The LGBT business development and marketing session included informative presentations from Andreas of IBM, and Peter Varga of NESsT - who are setting up Galeforce Capital to build bridges between corporate philanthropy and social enterprises in various developing markets around the world.

Richard Zahoranschi of Eurogames 2012 - which is being held in Budapest - gave a presentation that revealed the expected economic impact of 10,000 visitors during Eurogames is likely to exceed 24 million euros benefit to the Hungarian economy.

The 1st Hungarian LGBT Business Leaders Forum was an outstanding success. More than 150 delegates attended both days of the conference, and this event was a landmark one for the whole Central and Eastern European region.

Perhaps my favorite statement during the event was one made by Adrian Balaci - a longtime Hungarian LGBT activist - who said that what he hoped would follow from this groundbreaking event was that the "Wall of Inclusion" for LGBT people at work would now be dragged eastward from Vienna - where it is currently perceived to stop. A graphic way to illustrate the imperative - and scale - of the task at hand.

It was an honor to be invited to, and participate in, this landmark event - the first of its kind in the region.

This event showed to me yet again the significant importance of LGBT diversity and marketing - and the real and positive potential that these things have to enhance people's lives.

A very affirming work function indeed.

-----------------------------------------------------

Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community development since 1992 -- when the company was first established in Australia.

The agency has grown to now include specialist LGBT consultants working in markets across the world.


If you want to get your LGBT marketing and gay travel market research knowledge policies up to speed to include the latest Out Now Global LGBT market research, or learn more about social media and other leading-edge gay marketing strategies, get in touch with the recognized market leaders Out Now.

---------------

AdWeek referred to one of Out Now's gay advertising campaigns as "the year's most talked about tourism ads." Out Now Consulting is a leading global gay marketing specialist agency, founded in 1992. Clients include Barclays, IBM, Toyota, Citibank, German National Tourist Office, Visit Britain, Lufthansa and Time Inc. Magazines. Out Now won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

Delivered by FeedBurner

-------------------
To learn how to get lesbian and gay marketing strategy right -- rely on gay marketing expert strategic advice from Out Now -- the leading experienced global strategic gay marketing, research and communications agency.

Largest GLBT Study Gets Even Bigger - US and Canada Included

The world's largest LGBT market research study just got even bigger.
16 countries: 1.1 Billion people. 52 Million gays and lesbians.



Ian Johnson, Out Now
March 31, 2010

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Topics: Out Now. 2010 Out Now Global LGBT Market Study. Gay Ad Networks. Mark Elderkin. Out Now and Gay Ad Networks announce the expansion of the world's largest LGBT market study into Canada and the US.

Out Now and Gay Ad Network Bring The World's Largest Gay and Lesbian Market Research Study to the USA and Canada.

New York, NY, USA /Out Now/ Gay Ad Network -- March 31, 2010 -- It was announced today that the '2010 Out Now Global LGBT Market Study', the world's largest market research study into the lives of lesbian, gay, bisexual and transgender (LGBT) consumers, is expanding to include both the USA and Canadian markets. Gay Ad Network has been selected as the exclusive partner to bring the market study to the US and Canadian markets.

The '2010 Out Now Global LGBT Market Study' also covers fourteen other countries in Europe and Latin America - including key markets such as Argentina, Brazil, France, Germany, Mexico and the UK. With the addition of the USA and Canada, the research will now be sampling across a population with 1.1 billion people, including an estimated 52 million LGBT consumers.

"We are pleased to be the exclusive partner for Out Now's 2010 GLBT Market Study in the USA and Canadian markets," said Mark Elderkin, Founder and CEO of Gay Ad Network. "Global corporations will soon be able to evaluate their gay market opportunities on a global scale."

Ian Johnson, Founder and CEO of Out Now said he is delighted to partner with Gay Ad Network to bring the research study to the USA and Canada. "We were often being asked why the study did not include North America," Johnson says. "As a result of our partnership with Gay Ad Network, we will have access to over 6 million gay and lesbian consumers across 250 online media properties. Out Now is pleased to bring our new LGBT market research to these 16 countries where 1.1 billion people live - 52 million of them being LGBT people."

In Latin America, Out Now is partnering with GNetwork360 - the leading LGBT business networking organization in that region. The project is being well supported by many companies and organizations including Berlin Tourism Marketing, Delta Air Lines, Key West, Vienna and Helsinki Tourism CVBs and the German National Tourist Office.

"This study will reveal a wealth of important information about LGBT people - and their lives - across more countries around the world than any study ever has before," Johnson added.

Out Now will release the USA and Canadian - as well as other countries - reports from the research later this year.

ABOUT OUT NOW:
Out Now Global is a leading lesbian and gay marketing specialist agency, founded in 1992. Clients include leading brands such as Barclays, Citibank, IBM, Toyota, Volvo, Time Inc. Magazines, VisitSweden and German National Tourist Office. Services include research, strategy, communications and training.

ABOUT GAY AD NETWORK:
Gay Ad Network is the category leading gay media network, reaching over six million unique users per month. The company provides online advertising services to national brands and local businesses targeting the gay market.

Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community development since 1992 -- when the company was first established in Australia.

The agency has grown to now include specialist LGBT consultants working in markets across the world.

-----------------------------------------------------

If you want to get your LGBT marketing and gay travel market research knowledge policies up to speed to include the latest Out Now Global LGBT market research, or learn more about social media and other leading-edge gay marketing strategies, get in touch with the recognized market leaders Out Now.

---------------

AdWeek referred to one of Out Now's gay advertising campaigns as "the year's most talked about tourism ads." Out Now Consulting is a leading global gay marketing specialist agency, founded in 1992. Clients include Barclays, IBM, Toyota, Citibank, German National Tourist Office, Visit Britain, Lufthansa and Time Inc. Magazines. Out Now won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

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Key West Joins LGBT Research Study

The world's largest LGBT market research study is continuing to grow. The first US destination sponsor has just been announced.



Ian Johnson, Out Now
March 29, 2010

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Topics: Out Now. GNetwork360. LGBT market research. Gay and lesbian tourism and gay travel marketing. GLBT market research study. Key West and The Florida Keys. First US destination joins the Out Now Global Gnetwork360 market research study .

Major US destination partners in largest ever LGBT market research study.

NEW YORK, USA /OUT NOW/ -- One of the world’s premier gay and lesbian resorts, The Florida Keys & Key West has become the first North American destination to partner with Out Now Consulting in their ground-breaking LGBT research study.

The largest-ever gay market research study of lesbian, gay, bisexual and transgender (LGBT) people will take place in 14 countries in Latin America and Europe providing much needed data for such forward thinking destinations wishing to capitalize on the potentially lucrative ‘Pink Market’.

The announcement of The Florida Keys & Key West as a partner has been warmly welcomed by Out Now Consulting.

“Many will already associate the Florida Keys and Key West as being the quintessential gay and lesbian holiday destination. This solid reputation has been achieved through years of hard work in positioning their location as a friendly and welcoming destination for gay, lesbian, bisexual and transgender holiday makers”, said Out Now’s UK Consultant, Darren Cooper.

“Key West have only maintained their reputation as a premier global holiday destination for the LGBT community through refining their offering for this key market segment. Their participation in this ground-breaking study reinforces The Florida Keys & Key West’s commitment to providing the best value and experiences for their LGBT customers. Out Now’s report will deliver a detailed insight, country-by-country, showing Key West and our other partners their best strategic positioning in the gay and lesbian market - based on respondents’ consumer preferences”.

The ’2010 Out Now Global LGBT Market Study’ will cover 14 countries across Latin America and Europe - including Argentina, Brazil, Chile, Ecuador, Mexico, Peru, Uruguay, France, Germany, Israel, Italy, Spain, Sweden and the United Kingdom – an area that is home to some 35 million LGBT people.

The sheer scope and size of this study was one of the deciding factors for the participation of The Florida Keys & Key West.

“We were extremely excited to hear about this landmark gay market tourism study encompassing so many, as yet un-surveyed countries”, said Jessica Bennett, Director of Market Research for the Monroe County Tourist Development Council which represents the Florida Keys & Key West.

“As a destination we constantly strive to understand and deliver what our customers are looking for from their vacation experience. To do this we need to hear exactly what LGBT consumers are looking for and position ourselves accordingly. The results of this gay market study will help us not only to position our brand more effectively, but also to refine our marketing to focus on the key areas that will deliver the best results for us, and the tourists who visit the Florida Keys in the long term".

Study sponsors include a number of travel and tourism companies, and organizations.

For the European arm: German National Tourist Office, Berlin Tourism Marketing, and the city of Helsinki, Finland.

Delta Air Lines is one of the sponsors of the study’s Latin American sample, which Out Now Global is undertaking in collaboration with Latin American LGBT networking organization GNetwork360.

Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community development since 1992 -- when the company was first established in Australia.

The agency has grown to now include specialist LGBT consultants working in markets across the world.

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If you want to get your LGBT marketing and gay travel market research knowledge policies up to speed to include the latest Out Now Global LGBT market research, or learn more about social media and other leading-edge gay marketing strategies, get in touch with the recognized market leaders Out Now.

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AdWeek referred to one of Out Now's gay advertising campaigns as "the year's most talked about tourism ads." Out Now Consulting is a leading global gay marketing specialist agency, founded in 1992. Clients include Barclays, IBM, Toyota, Citibank, German National Tourist Office, Visit Britain, Lufthansa and Time Inc. Magazines. Out Now won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

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To learn how to get lesbian and gay marketing strategy right -- rely on gay marketing expert strategic advice from Out Now -- the leading experienced global strategic gay marketing, research and communications agency.

LGBT Travel Marketing - Out Now

It was announced this week at the travel industry event ITB in Berlin that the world's largest ever LGBT marketing travel research study is launching, with the results to be presented by Out Now at London WTM this November.



Ian Johnson, Out Now
March 9, 2010

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Topics: ITB, WTM, Lesbian and gay travel marketing, LGBT tourism marketing, travel marketing, Gay market research, Out Now announces world's largest LGBT marketing travel market research this week in Berlin at ITB. results to be released in London by Out Now at WTM.

This week the world of travel and tourism descends upon Berlin, for their annual ITB travel trade show.

I am visiting the show and look forward to meeting many friends and colleagues from all over the world to discuss the latest developments in LGBT marketing.

The premier lesbian and gay tourism industry body IGLTA will also be there with a rather stunning new rainbow column display - I will blog from there if time permits later this week.

In the meantime, Out Now released details today of the largest ever LGBT marketing travel market research.

Largest Ever Gay Travel Marketing Survey Launches - LGBT Research To Be Released at WTM

Berlin ITB, Germany. (OUTNOW) March 9, 2010 - Out Now announced today the launch of the largest ever gay travel marketing tourism research study of the LGBT market. Results will be released by Out Now at WTM London's World Travel Market this November.

The '2010 Out Now Global LGBT Market Study' researches tourism habits of lesbian, gay, bisexual and transgender (LGBT) people living in 14 countries across Latin America and Europe - the first time a gay travel marketing study has been conducted across so many countries at one time. The region is home to more than 35 million lesbian and gay people.

Countries researched: France, Germany, Israel, Italy, Spain, Sweden; Argentina, Brazil, Chile, Ecuador, Mexico, Peru, Uruguay.

Travel market data including preferred destinations, annual tourism spending, lifestyle leisure preferences, air travel frequency, incomes, expenditures and gay honeymoons will all be researched.

Research sponsors include Delta Air Lines and Berlin Tourism Marketing (BTM).

Sales Director of BTM, Ralf Ostendorf said: "Berlin Tourism Marketing and Out Now have worked very successfully for over five years to enhance our product's unique advantages in the LGBT market, so sponsoring this new Out Now LGBT marketing study makes a lot of strategic sense for Berlin".

"WTM is the logical place to release the findings of Out Now's new LGBT marketing research study," said Fiona Jeffery, Chairman of WTM. "Out Now and WTM share a history of five years of leading the industry in the understanding and development of lesbian and gay tourism market strategies. Those delegates attending our event in November will gain access to the latest and most comprehensive market insight into LGBT marketing in the world."

In Latin America, the study is being undertaken in partnership with LGBT business networking leaders, GNETWORK360.

Out Now, established in Australia in 1992, now has LGBT marketing consultants in markets across the world.

Out Now's CEO, Ian Johnson, said his company's new research into the LGBT market is breaking new ground in the understanding of lesbian and gay travel.

"We are seeing a lot of interest in this study due to its groundbreaking nature - and its emphasis on understanding the travel and tourism habits of LGBT people living and traveling all across this vast region," Johnson said. "We are pleased to bring a previously unattainable level of market insight into the varied and diverse consumer needs of one of the world's most important travel and tourism market segments. Most importantly, increasing acceptance and understanding of lesbian and gay people - through tourism - is of great and lasting benefit to all."

 
In Latin America, the study is being sponsored by Delta Air Lines and partners with the region's leading LGBT business networking organisation, GNETWORK360.

According to GNETWORK360 Director, Mr Gustavo Noguera, the new research has generated a lot of interest from companies and other organisations all across Latin America wanting to learn more to better understand gay and lesbian consumers.

"There has been past gay market research done in other places like the USA," Mr Noguera said. "But never before in Latin America - and GNETWORK360 is really pleased that with Out Now we can be part of this largest ever LGBT marketing study. We will all learn so much about the lives of LGBT people living all across Latin America."

Out Now is relied upon by the travel industry's leading brands to understand and reach the gay and lesbian tourism market. Clients include Lufthansa, KLM, Qantas Airways, Hilton Hotels, German National Tourist Office, VisitSweden, Austrian National Tourist Office, Vienna Tourist Board, Helsinki City Tourist & Convention Bureau, Tel Aviv Tourist Association, South Africa Tourism, Air Canada Vacations and TUI.

The entire project is called the '2010 Out Now Global LGBT Market Study', comprised of 7 countries across Europe, and 7 in Latin America - where the research is called 'Out Now + GNETWORK360 Estudio de Mercado LGBT 2010'.  

Results will be released at the Out Now 'LGBT Marketing Masterclass' at London World Travel Market in November 2010.

Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community marketing development since 1992 - when the company was first established in Australia.

ABOUT OUT NOW

Out Now Global is a leading lesbian and gay marketing specialist agency, founded in 1992. Clients include leading brands such as Barclays, Citibank, IBM, Toyota, Volvo, Time Inc. Magazines, VisitSweden, Tel Aviv Tourist Association and German National Tourist Office. Services include research, strategy, communications and training.

ABOUT GNETWORK360

GNETWORK360 are Latin America's LGBT business and networking leaders, and publishers of GMAPS360, as well as presenters of Argentina’s annual GLBT Entrepreneurs Forum. Clients include Delta Air Lines, Hertz, Prudential, Sofitel and Argentina Tourist Office.

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If you want to get your LGBT marketing and gay travel market research knowledge policies up to speed to include the latest Out Now Global LGBT market research, or learn more about social media and other leading-edge gay marketing strategies, get in touch with the recognized market leaders Out Now.

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AdWeek referred to one of Out Now's gay advertising campaigns as "the year's most talked about tourism ads." Out Now Consulting is a leading global gay marketing specialist agency, founded in 1992. Clients include Barclays, IBM, Toyota, Citibank, German National Tourist Office, Visit Britain, Lufthansa and Time Inc. Magazines. Out Now won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

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To learn how to get lesbian and gay marketing strategy right -- rely on gay marketing expert strategic advice from Out Now -- the leading experienced global strategic gay marketing, research and communications agency.

Coming Out As Gay At Work

Does coming out as gay at work hurt your career? How does the corporate world view lesbian and gay workers? Do 'Inclusion and Diversity' LGBT workplace policies really filter down to the shop-floor? Discover the answers.



Ian Johnson, Out Now
March 4, 2010

Topics: Gay and lesbian workers. Inclusion and Diversity. I & D policies. Equality and Diversity E & D policies. Homophobia at work. Lesbian and gay market research. Out Now lesbian and gay market research media coverage. Wall Street Journal article about Out Now's LGBT market research work in the area of Inclusion and Diversity policies.

Most of the people Out Now surveys in our LGBT market research program are employed workers.

For these people, the decision whether it is safe to 'come out' as being openly gay at work is often a fraught one.

'Will I get that promotion if my boss knows I'm a lesbian?' 'Will my co-workers treat me with the same respect if they learn I am a trans person?'

'Might I suffer discrimination - or even harassment - at work, if my colleagues discover I'm a gay man?'

These kinds of questions are ones that many lesbians and gay men struggle with on an ongoing basis. They have also been the subject of two recent mainstream news media articles covering Out Now's leading-edge market research work in this important area.

This article in Personnel Today makes some very interesting points. We will re-visit that article in a later discussion here on GayMarketNews.com.

The Wall Street Journal also reported recently on the topic. Their article included these remarks:

Craig Jones, head of diversity at Barclays Wealth: "The City has changed markedly for gay and lesbian employees. The message that firms need to match the diversity of their client base is finally hitting home, and in the majority of financial institutions, sexual orientation is no longer addressed solely through internal networking groups, rather it is ingrained in their strategies, processes and cultures."

In fact, companies now compete against each other to see who is more open about gay people. Every year, Stonewall publishes its Workplace Equality Index of the best 100 companies to work for...

Some are critical of such surveys, however. Ian Johnson, founder and chief executive of Out Now Consulting says the people completing the annual workplace index entry forms are "almost always" the people working in equality and diversity. "The whole exercise has a bad risk of becoming a corporate beauty pageant," he says.

"What is needed now is less worry about scoring favorable corporate PR in mainstream media by way of a high equality index ranking, but rather much more grassroots liaison work," Mr. Johnson, who is gay, adds.

And there is plenty of evidence to prove that discrimination in the workplace still exists. More than five in 10 respondents to a recent survey led by Out Now Consulting said they felt as though being openly gay in the workplace could negatively affect their prospects of promotion.

Many of those surveyed revealed their unease at the present homophobia in the workplace, according to Out Now Consulting. Workers also spoke of the negative impact of homophobic jokes in many workplaces.

"The opinions of corporate Equality and Diversity officers can be radically different from the actual day-to-day experiences of their workers, many of whom waste a lot of energy at work concealing their true selves," Mr. Johnson says.

"LGBT people often shut up rather than lodge formal complaints - fearing that such treatment might worsen if they 'officially' come out by complaining about what is actually occurring. That has a corrosive effect both on team efficacy and on the affected individual's morale," Mr. Johnson adds.

Out Now has a specialised LGBT market research program that has for almost two decades taken note of the latest developments in the areas of gay consumer marketing and workplace diversity. Research on Inclusion and Diversity policies forms as integral part of this research.
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If you want to get your LGBT marketing and Inclusion and Diversity policies up to speed to include the latest Out Now E&D research, and learn more about social media and other leading-edge gay marketing strategies, get in touch with market leaders Out Now.

---------------

AdWeek referred to one of Out Now's gay advertising campaigns as "the year's most talked about tourism ads." Out Now Consulting is a leading global gay marketing specialist agency, founded in 1992. Clients include Barclays, IBM, Toyota, Citibank, German National Tourist Office, Visit Britain, Lufthansa and Time Inc. Magazines. Out Now won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

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To learn how to get lesbian and gay marketing strategy right -- rely on gay marketing expert strategic advice from Out Now -- the leading experienced global strategic gay marketing, research and communications agency.

Gay Weddings? It's All About Love

The latest must-see destination for gays and lesbians is Vienna - now with gay weddings added to the list of reasons to visit.



Ian Johnson, Out Now
February 22, 2010

Topics: Love. Vienna. Austria. Lesbian and gay weddings. Civil partnerships. Civil unions. Europe and the growing acceptance of lesbian and gay relationships. Getting married in a memorable location for gay and lesbian people.

Getting married is one of those major life-changing milestones - like births, graduation or retirement.

Increasingly in recent years, gays and lesbians in more countries around the world have been able to discover for themselves the excitement of 'their big day' - and all the life-lasting memories it gives them.

At Gay Market News and Out Now we have always seen gay weddings as being non-political, and about one thing only: love.

Vienna - A City For Love

Now, thanks to Austria's parliament, lesbian and gay people from all over the world enjoy the legal right to enter into a civil union together in that country, with Vienna the obvious number one choice for finding that unique and special location at which to tie the knot.

Those who have visited Vienna will understand the logic.

Few cities in Europe can rival Vienna when it comes to history, beauty and an amazing number of locations at which to enter into 'the rest of our lives' together.

Many well-known landmarks in the city have become officially designated as welcoming sites for lesbian and gay couples to enter into their civil partnerships.

Just imagine it - holding your wedding in the Hapsburg's summer palace of Schönbrunn - home to Marie Antoinette and frequent host to Mozart.

-- Now there's a wedding pictures album to show off to friends and family.

The city has created a whole list of official places where people can enter into their partnerships, with options from the public (like Vienna's Giant Ferris Wheel) to the more intimate venue - or even in the registry office for keeping it simple.

It is so good to see that in Vienna lesbian and gay people can enjoy the kind of respect that too many lesbians and gay men find absent elsewhere.

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If you want to get your gay marketing up to speed to include the latest social media and other leading-edge gay marketing strategies, get in touch with market leaders Out Now.

---------------

AdWeek referred to one of Out Now's gay advertising campaigns as "the year's most talked about tourism ads." Out Now Consulting is a leading global gay marketing specialist agency, founded in 1992. Clients include Barclays, IBM, Toyota, Citibank, German National Tourist Office, Visit Britain, Lufthansa and Time Inc. Magazines. Out Now won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

Delivered by FeedBurner

-------------------
To learn how to get lesbian and gay marketing strategy right -- rely on gay marketing expert strategic advice from Out Now -- the leading experienced global strategic gay marketing, research and communications agency.

TUI Market New Gay Holidays Product

One of the world's largest travel companies - TUI - this week launches their new package tour product targeting gay and lesbian holidaymakers. Out Now helped TUI with the integration of our GayComfort training and certification program into the TUI product. Here's how.



Ian Johnson, Out Now
January 26, 2010

Topics: Lesbian and gay travel. LGBT tourism. Gay and lesbian holidays. TUI. Thomson. Out Now Global. GayComfort. Out Now's online training and accreditation program plays important role in the launch of the UK's first gay and lesbian tourism product offering for lesbians and gay men.

Out Now works with organizations large and small, always with one goal in mind - to help them better understand their lesbian and gay customers.

Doing that is one of the most satisfying aspects of my career in LGBT marketing.

Out Now's GayComfort program has played an integral part in the launch of the first mainstream tour company product offering to specifically target UK lesbian and gay travelers.

Freedom Collection from Thomson

This week sees the launch of the new TUI gay targeted travel product called the Freedom Collection from Thomson.

Thomson is the UK brand name for the TUI group - Europe'a largest travel brand.

So in working out how to best position their new offering to an often cynical consumer group such as gays and lesbians, Thomson recognised they needed to deliver credible and valuable benefits to their target market - the gay or lesbian traveler.

By applying GayComfort certification and training to staff working in all hotels comprising their Freedom Collection range, they were able to accomplish this.



How does GayComfort work?

GayComfort is an effective response to the number one travel influencer for gays and lesbians when they travel.

What most concerns gay and lesbian travelers is how welcome can the consumer expect to feel before they arrive at a destination, an attraction or at an accommodation property?

By training staff online, around the world, in one of four languages (soon to be five) - GayComfort delivers a valuable solution to the consumer and the tourism industry alike.

Gay customers get to relax and feel comfortable and can 'know before they go' that the much dreaded discomfort many fear checking in at hotels, ordering room service, or when visiting tourist attractions can - slowly - become a thing of the past.

Staff - by better understanding lesbian and gay customer concerns - become more confident and effective, to improve their service delivery when dealing with their gay guests.

It is the reaction to staff that has the most direct influence on the quality of a lesbian or gay travelers vacation experience, and by directing resource at training these people with some practical and highly effective information - and including practical 'do's and don'ts' - GayComfort is helping the global travel industry to 'lift its game' by delivering superior quality service to gays and lesbians.

Satisfied customers

Our ultimate goal with GayComfort is to provide for ever increasing numbers of better quality and more satisfying gay and lesbian vacation experiences.

It is also gratifying to know that our clients appreciate our hard work in developing this program.

Below is an extract from a Thomson TUI media release about the new Freedom Collection.

If you would like to improve your staff training to deliver better quality tourism product to gay and lesbian customers, contact us here at Out Now. We'd be pleased to help.



TUI Thomson Media Release

The standout feature of the collection is the fact every single hotel, whether it’s a budget base or a boutique bolthole, will have had the GayComfort seal of approval before our customers arrive.

GayComfort is an online accreditation program which means that frontline hotel staff have had special training to help strip out the awkwardness that often creeps into same-sex holidays, such as the moment when a same-sex couple check in and it is assumed that they would want a twin instead of a double. The GayComfort programme has been designed by Out Now, leaders in promoting gay and lesbian travel, and is the only IGLTA recognised endorsement on just how gay friendly a hotel actually is.

Thomson Innovation manager, Philippa Morgan, says: “This is a hugely exciting launch for Thomson. There’s definitely an appetite in the market for gay-friendly holidays that come with the security and peace of mind that only a big tour operator can offer.”

Philippa continues: “The reason we’ve taken this approach is because research has shown that three out of four gay or lesbian holidaymakers actively search out hotels they believe are genuinely welcoming.”

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If you want to get your gay marketing up to speed to include the latest social media and other leading-edge gay marketing strategies, get in touch with market leaders Out Now.

---------------

AdWeek referred to one of Out Now's gay advertising campaigns as "the year's most talked about tourism ads." Out Now Consulting is a leading global gay marketing specialist agency, founded in 1992. Clients include Barclays, IBM, Toyota, Citibank, German National Tourist Office, Visit Britain, Lufthansa and Time Inc. Magazines. Out Now won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

Delivered by FeedBurner

-------------------
To learn how to get lesbian and gay marketing strategy right -- rely on gay marketing expert strategic advice from Out Now -- the leading experienced global strategic gay marketing, research and communications agency.