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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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.

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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.

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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.

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:

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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 Marriage. Equal Means Equal.

The United States Pledge of Allegiance states powerfully that the country's citizens are entitled to enjoy "liberty and justice for all".

But it seems some in the nation's capitol - Washington DC - are uncomfortable with the notion of equality when it comes to dispensing "liberty and justice" to their gay and lesbian neighbors who might just want to use their liberty and equality to get married.



Ian Johnson, Out Now
December 28, 2009

Topics: Homophobia. LGBT market. Gay and lesbian equality. US lesbian and gay marketing. Macy's department store. Gay and lesbian advertising. US GLBT market. Washington DC council votes for marriage equality - conservative opponents rebel.

One image sticks in my mind from all my many work-related travels this year - a bus with an ad saying "Let the people vote on marriage" that passed by the bus I was traveling on literally at the very same moment the White House flashed into frame behind.

'They' didn't even need to add the word "gay" into their advertising.

It was clear what the people that paid to place this advertisement into the Washington DC metro system advertising network were up to.

Betting against gay marriage at the ballot box has become a fruitful tactic for anti-gay campaigners in the past couple of years.

They were playing a numbers game.

So far, where gay marriage equality has been put to a vote - for example in the US states of Maine and California - previously legal gay marriage equality has been voted down by way of concerted pushes from a strongly organized, and well-financed, anti-gay conservative+religious coalition.

Yet usually by a wafer-thin majority of impassioned anti-gay voters.

Leading to the rather preposterous situation that legal gay marriages, such as that of Ellen DeGeneres, are put into question.



I continue to believe strongly that - in line with increasing numbers of countries such as the Netherlands, Belgium, Canada, South Africa, Spain, Sweden and more - the US will learn that there is nothing to fear from their gay and lesbian citizens taking marriage vows.

The voters of Washington DC may just get to learn that gay and lesbian marriage is an additional stability factor in societies where traditional heterosexual marriage too often lets down all the participants involved - each of the partners and their children.

Money, gay marketing and love

GayMarketNews.com has reported regularly on the power of the gay and lesbian honeymoons and weddings market.

We even covered the fact that Macy's - a mainstream US department store brand - was delighted to welcome gay marriage to California with same-gender wedding registries. Are they being 'politically correct'? Sure. Are they being smart business-people? Absolutely.

Far more powerfully though - GayMarketNews.com has made the point often over the years that gay marriage is about one thing even more important than the fundamental power of equality - it is about love.

The fact that lesbians and gay men are not traditionally welcomed by society to marry means that their decision to do so - where it becomes available to them - is almost always taken very seriously indeed, knowing that as with so much of modern gay and lesbian lives, we are having to blaze a trail for others through our actions today as we build the future for those who follow us.

Most gays and lesbians do not think of a quickie wedding in Vegas as their ultimate idea of getting married.

They think of the solemnity and love encapsulated in the taking of public vows for the one they love.

And a more mature approach to love and marriage looks like a healthy thing for any civilized society.

Congratulations to the lesbians and gay men in Washington DC who, from March 2010, will hopefully get to experience this gay marriage equality that many countries in the rest of the world now - happily - take for granted.

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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.

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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.

Beautiful People. UK Out-Gays USA Today.

Once upon a time the US was far more openly gay than the UK.

Today?

No way.





Ian Johnson, Out Now
December 12, 2009

Topics: Adam Lambert. Homophobia. Camp. USA gay and lesbian acceptance. Gay-friendly. Gay comfortable. Lesbians and gay men in the media. BBC-TV. Beautiful People. Being gay on TV. USA far less accepting of gays and lesbians in 2010 than the UK.

Thirty years ago the USA was far more comfortable with openly gay people, and the UK was lost in the grasp of Margaret Thatcher moralistic conservatism. Today? The picture could not be more different.

If you want a current example of how far what passes for the cultural mainstream has diverged in the UK and the US markets, look no further than what has been happening on that modern forum for democracy. Television.

Take The Beautiful Dream and Let It Grow

Beautiful People is a hit comedy currently showing every Friday night on BBC-TV all across the UK.

More on that later and what it says about the state of mainstream UK culture.

First, let's take a peek at what passes for 'mainstream' USA.

Last month we witnessed a modern-day US media crucifixion of sorts of (now) openly-gay pop singer Adam Lambert the runner-up in US pop TV show American Idol.

Lambert's unforgiveable sin so far as US media was concerned?

To perform his latest song in the manner many pop-stars do today - an overtly sexual way. At 11pm at night on a rock music program.

No problems, right?

Well, just one - when you happen to be a gay male pop singer that necessarily means being overtly gay on a US awards show.

And modern mainstream America it seems is just not happy with an 'out' or 'camp' entertainment appearing on their screens at that level of information. If it had been Madonna, Britney or Lady Gaga we would likely have heard nothing from the outraged moral gatekeepers of the USA.

As leading journalist Julia Baird points out in her Newsweek article on this, it looks rather sad for the USA in 2010 to be fighting the same decades-old culture wars but not getting anywhere.

The Bad Old Days

It was not always that way 'living in the USA'.

Back in the late 1970s, the US market was the place where mainstream culture was gayer than anywhere else.

The Village People were considered family entertainment - 'Can't Stop The Music' still ranks amongst the gayest ever mainstream Hollywood fare ever produced.

'Victor, Victoria' was a mainstream cross-dressing hit on Broadway and then on film starring none other than that doyenne of Disney family fare, Julie Andrews.

La Cage Aux Folles was playing in the US to packed houses.

But today it is the UK that takes being gay, and puts it front and center for mainstream viewing entertainment, in a way that mainstream USA seems unable to.

And people in the UK love it.

Today it's the UK. Beautiful People. Modern Nation.

The counterpoint to the Adam Lambert experience of being pilloried for being "too" openly gay must surely be the hit TV series now playing its second series every Friday night on BBC-2.

Beautiful People - by Simon Doonan and adapted for TV by Jonathan Harvey - is one of the freshest comedies to appear this decade.

And it is a TV show that heavily features gay themes and characters as an integral part of 'normal' family life.

In past weeks we have seen Israeli transexual Dana International play a camp cameo Eurovision role. Last night Dannii Minogue of X Factor fame poked hysterical camp fun at her 1998 pop star self.

Last week saw lead character Simon perform an imagined duet with musical theater star Elaine Page singing the gay anthem - Enough Is Enough (No More Tears) - made famous by gay icon Barbra Streisand and Donna Summer.

Last month an openly gay music teacher at the boys school brought his boyfriend to the family's house where his boyfriend made an ill-judged - and hilarious - pass for the Dad of the family house.

Ten years ago this would not likely have happened quite the same way in the UK - when the cultural zeitgeist then reacted angrily against the original Queer As Folk TV series by Russell Davies. In that show the youngest gay character was 15.

Want more proof that mainstream UK is gay today in a way that modern Americans can only dream of? Read on.

What is 'Normal'?

In Beautiful People the lead characters are two boys aged 13 at high school who have realized they are gay. The show portrays them as comfortable, confident and well-supported by their family members who understand and accept them for who they are.

As we approach the start of the second decade of the 21st century, take a moment to imagine.

Which version of the future do you prefer?

One like the US where a nation includes politicians and religious leaders willing to appear to support a nation like Uganda currently trying to install laws that would see gay people put to death under their laws.

Or one like today's UK where a show like Beautiful People plays as prime-time and very, very clever entertainment every Friday night?

Where openly gay kids are supported by on-screen parents who mean it when they say - as they do regularly - "I love my son!".

Interestingly in the USA if you want to enjoy this hip UK comedy you have only one option - to subscribe to the MTV Networks exclusively gay channel, Logo.

In the UK - you watch Beautiful People on free-to-air broadcast mainstream TV.

Want to see what the fuss is about?

Check out this online Beautiful People promo clip for the series 1 DVD.

This show is not funny because it is gay. It is just funny.

Being gay is a normal thing in this life. And that is how life in 2010 really is for many, many people.

Come on America - lift your game. Welcome to the 21st century.

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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:

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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.

Zero - Spanish Gay Mag To Close

Traditional LGBT print media continues to struggle. Latest casualty? Zero magazine in Spain.


Ian Johnson, Out Now
November 25, 2009

Topics: Lesbian and gay media. Gay communications. Lesbian and gay media publishing. Gay media market. Gay and lesbian marketing. Web 2.0 and traditional media. Zero magazine. Spanish gay and lesbian market.

The traditional bastion of gay market media - print magazines - continues to show signs of decline, with news today that the next issue of Spain's leading gay print media product will be the last.

Zero magazine - which has for the past 12 years been published in glossy print for Spain's gay market - had a track record of quality and interviews with some of that country's leading political and media figures.

Now it has been announced that the next issue will be its last.

The holding company behind the magazine has struggled to cope with the effects of the current worldwide recession - with advertising revenues reportedly down by more than a half since the start of 2009.

Not the last

GayMarketNews.com believes that Zero will unfortunately not be the last traditional gay and lesbian media market print magazine to struggle and even fail.

According to Ian Johnson, CEO of Out Now - a leading global lesbian and gay marketing agency - the closure of Zero magazine in Spain's gay and lesbian media market is part of a wider industry trend.

"This is not a phenomenon particular to gay and lesbian media," Johnson said. "Many print products in the general media market are finding their revenues under attack from the combined effects of the recession and the migration of readers to online media product. But it is hitting particularly hard in the gay market as many gays and lesbians no longer feel so strongly 'personally connected' to the need for a gay and lesbian community print media product. In some ways this is a byproduct of an improving acceptance of gays and lesbians in many parts of the world."

The closure of Zero gay magazine in Spain's media market follows closely the news that Window Media - publishers of some of the leading US gay and lesbian print media newspapers - closed for business last week.

Even The Advocate - one of America's gay news print media 'hero' mastheads is being spun into the pages of its more lifestyle-oriented glossy sister publication Out magazine.

Adapt and prosper

"In business as in life, everything changes," Johnson said. "Nothing stays the same. It is sad to lose publications that many of us have grown up with, and it is unfortunately probably true that only those gay media providers that recognize changing gay community media habits and LGBT market forces - and adapt accordingly - will make it through the recession. But those that do this will not only survive, they should prosper in the changing gay and lesbian media business landscape."

"Those that don't may join the ranks of gay print media that no longer publish. We hope that the numbers in that category can remain small."

-----------

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.

US LGBT Publisher Shuts Down

One of the most important US lesbian and gay media publishers - Window Media - shut down today.


Ian Johnson, Out Now
November 16, 2009

Topics: LGBT media. LGBT communications. Lesbian and gay media publishing. Gay and lesbian market. Web 2.0 and traditional media. Washington Blade. Window Media LLC shuts down.

Some sad news out of the US today - one of the country's largest gay and lesbian media publishers - Window Media LLC - has closed its doors.

Publishers of influential gay market media products such as Southern Voice in Atlanta, Houston Voice and South Florida Blade; Window Media LLC had been struggling to maintain advertising sales revenues in a very tough economy.

The company also faced the effects of a continuing increasing shift of corporate advertising budgets to the online media world.

One of the company's media products - the Washington Blade - recently celebrated its 40th anniversary.

Laura Douglas-Brown, editor of Southern Voice, told AP that "there was just no more money to keep these companies running. We were all told that the companies would be sold. The fact that we were shut down was a complete shock."

Just last week I picked up what is now the last issue of the Washington Blade during a visit to DC.

One of the factors working against specialist LGBT media is that mainstream media is increasingly writing about gay and lesbian issues, reducing the consumer 'hunger' for news of gays and lesbians written from a gay and lesbian perspective.

I agree most strongly here with Michael Musto of NYC's Village Voice who said: "Window Media long provided a very special outlet for the gay community to learn about itself way before there were a lot of other places to find that type of thing. This was the gay community writing about itself, and that's a voice we should never lose."
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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.

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TravelMole article on Out Now Gay Marketing Class at WTM

Out Now presented an information packed lesbian, gay, bisexual and transgender marketing seminar today to the delegates at WTM London - World Travel Market. TravelMole has a report direct from the seminar.


Ian Johnson, Out Now
November 11, 2009

Topics: Gay marketing. Lesbian market. GLBT market. Lesbian tourism. Gay tourism market. Gay advertising. London WTM gay marketing information seminar. Out Now. London World Travel market. Out Now presents lesbian and gay marketing seminar to a packed audience of more than 170 travel industry professionals at WTM today.

My work keeps me out of trouble these days. I have changed country ten times in the past 5 weeks. Today it was London - and a presentation to over 170 travel and tourism industry professionals at London's World Travel Market WTM.

The seminar was titled "The Gay Marketing Puzzle - Solved at WTM by Out Now" and included high level tourism industry professionals Yaniv Waizman, Mayor's Tourism Advisor in Tel Aviv; Jeanette Schuchmann, Deputy Director of the German National Tourist Office, Lotte Jeffs, travel editor of leading lesbian magazine DIVA; and John Tanzella, President and CEO of the International Gay and Lesbian Travel Association IGLTA.

We were delighted to see the event qualify for my favourite three letter acronym - SRO - 'Standing Room Only'.

Out Now launched several initiatives we will report on here in coming days.

In the meantime, TravelMole has an article on this Out Now gay marketing seminar. As the article might require you to use a password to access, we reprint the article below.

Trade told to grab slice of gay and lesbian travel spend
November 11, 2009

Gay and lesbian tourism is growing annually but travel providers who don’t cater to the market will not capture this business, according to a leading thinker in the sector.

Ian Johnson, founder of gay marketing consultancy Out Now, told a World Travel Market audience on Wednesday that a whopping £4.7 billion was spent by the lesbian, gay and transgender market in the UK alone in 2007 (the last data collected) and that figure was growing annually. But he added that this market put feeling comfortable and safe at the top of their wish-list when choosing a travel operator and destination.
 
He said: “We have spent a great deal of time talking to the people who matter most in this equation – the consumers themselves – and from that we know that they want to go everywhere and do everything, not just go to known gay-friendly destinations – and it is their goal to travel with operators who understand their comfort zone and stay at hotels and resorts in destinations  that are tuned into them.

He added: "They want to use companies that are on the same page and are don’t want to have to out themselves to access the products that everyone else has access to."

Johnson played a series of video clips of talking heads discussing their travel experiences as gay travellers, with many recounting tales of travel providers failing to make them feel welcome. One example showed two gay men relating  how they are made to feel awkward whenever they booked into a hotel and are offered two beds instead of one, as a straight couple would be.

Johnson added: “If you are a travel provider, you should be thinking hard about the fact that £47 million a year is spent on gay and lesbian honeymoons and that the buying power of the UK gay, lesbian and transgender market is £81 billion. You should be talking to these people and finding out how to access that. This market wants to get out and travel but they want to feel they are being looked after and not made to feel uncomfortable.”
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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.

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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 Germany Web 2.0 Powerhouse

Germany is a destination with a great track record of consistently making the right moves in the lesbian and gay travel market.

Now comes news of another German gay marketing success story.


Ian Johnson, Out Now
October 21, 2009

Topics: Gay and lesbian marketing. Germany. MyGayGermany. Out Now. German National Tourist Board. LGBT tourism and gay travel. Lesbian and gay content rocks the Web 2.0 world.

The advent of Web 2.0 social media changed everything in marketing, right? Not so fast.

As much as the world changes, some things remain the same.

Like the fact that in the web 2.0 world of social media - as with other forms of 'old' media - good quality content rules.

This fact is at the heart of a new success story happening right now online all over web 2.0 media platforms.

MyGayGermany Powerhouse

MyGayGermany is a campaign for the German National Tourist Board that harnesses the power of web 2.0 social media platforms and combines it with high quality original gay and lesbian content.

The results? Dynamic.

For example, in a little over a month, Out Now has taken the MyGayGermany facebook page from zero to more than 1,100 fans.

How? Good quality original content.

Such as the MyGayGermany blog and MyGayGermany YouTube channel and Twitter page.

Like all good marketing, consumers react best when you maximize quality and relevance. And that is exactly the strategy Out Now has adopted with such success here.

You can learn more from our client, German National Tourist Board in the following press release going out this afternoon.

Germany's Gay Travel Marketing Takes Web 2.0 By Storm - New MyGayGermany Campaign Launches

Lesbian and gay travellers to Germany have a wealth of new information resources to guide their travel decisions - thanks to the German National Tourist Board (GNTB), Berlin Tourism Marketing and Lufthansa.

The MyGayGermany 2.009 strategy has launched and experienced a rapid and enthusiastic embrace from target gay and lesbian travellers. The campaign's Facebook page has already accrued more than 1,000 fans in just a few weeks.

Comprising an integrated suite of social media tools, the strategy relies not only on utilising the latest technology but also on the delivery of high quality relevant media and information content.

According to the Deputy Director of GNTB in London, Jeanette Schuchmann, the strategy is working well.

"We felt it was so important not to just leap into social media - but to do so with a conscious and strategic effort to deliver great content as a fundamental element of the offering," Schuchmann said. "The MyGayGermany blog is a great example - we are working with two of the UK's leading lesbian and gay travel writers (Lotte Jeffs, Travel Editor, DIVA; Darren Cooper, Editor, Beige Travel) who bring their special magic to the quality of the writing in our MyGayGermany web 2.009 content."

The MyGayGermany campaign comprises key social media platforms including Facebook, Twitter, YouTube, Blogger and flickr. All content and sites also serve to promote the existing GNTB microsIte www.GayGermany.co.uk

The strategy was developed for GNTB, Berlin Tourism Marketing and Lufthansa by leading global lesbian and gay marketing specialists, Out Now.

Schuchmann will deliver a case study presentation on the new strategy in London at the World Travel Market (WTM) education seminar - "The Gay Marketing Puzzle - Solved by Out Now at WTM", taking place at 11am on November 11, 2009.

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.

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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.

Tel Aviv - Gay Tourism Market Research

Yesterday Out Now released preliminary findings of its gay tourism market research study for the City of Tel Aviv.

The news? Some bad - mixed with a lot of good.


Ian Johnson, Out Now
October 12, 2009

Topics: Gay and lesbian marketing. Tel Aviv, Israel. LGBT market. Gay marketing. Advertising. PR. Marketing Tel Aviv to the gay and lesbian tourism market.

Yesterday, interim findings from the latest Out Now gay market research study were released in Tel Aviv.

This research by Out Now is a groundbreaking piece of work - being the first gay tourism market research study into gay market travel intentions to visit the Middle East - in this case, the city of Tel Aviv.

Our findings were greeted warmly by the city of Tel Aviv and its key decision-makers.

The Mayor of Tel Aviv, Ron Huldai, was present to attend this event which happened at the IGLTA symposium in the GLBT Aguda Center.

The final results are being presented next month by Yaniv Waizman - the Mayor's tourism advisor at the Out Now Gay Marketing Masterclass at WTM London World Travel Market.

We were welcomed to the symposium by John Tanzella, CEO of the International Gay and Lesbian Tourism Association (IGLTA) - whose local rep, Shai Doitsh, did an excellent job at organizing the symposium that happened yesterday.

Below (L to R): Ian Johnson - Out Now; Ron Huldai - Mayor of Tel Aviv; John Tanzella - IGLTA CEO; Yaniv Waizman - Tel Aviv Alderman; Etty Gargir - CEO Tourist Association of Tel Aviv-Yafo.


Etty Gargir - head of the Tourist Association of Tel Aviv, spoke of the importance of the Out Now research to guide Tel Aviv as it charts its strategy for increasing levels of gay and lesbian tourism.

One of the nicest guys working in tourism anywhere in the world - Russell Lord of Kenes Tours - also spoke to the delegates yesterday on the power of LGBT tourism to build a better future in this region that has had more than its fair share of troubles over the years.

The event was big news here in Israel - making various TV news broadcasts last night and many of today's news websites and print newspapers.

Below is an extract from an article that is in today's Jerusalem Post about the Out Now gay market research study in Tel Aviv.

In Jewish culture there is an expression called "Mazel Tov" which means good luck - or sometimes good destiny. I feel rather blessed to be here working on this project at this time. It is a quite special experience for my company, and for me personally.

'Foreign gays think they're unwelcome in TA'

In the eyes of Israelis, Tel Aviv may be a liberal and gay-friendly city, but a new survey of gays from abroad found Tel Aviv unsafe, intolerant and too religious.

The survey results were released on Sunday to a group of gay tourism professionals, as part of the International Gay and Lesbian Tourism Association annual conference and symposium being held in Tel Aviv.

Tourism professionals specializing in the gay and lesbian market are in Israel this week to get a first-hand view of the country, so that they can pass the information on to their clients. Based out of Tel Aviv, the group will also tour Jerusalem, the Dead Sea and the North before moving on to other countries.

According to preliminary results of a survey conducted by the US-based Out Now consulting, which specializes in the gay and lesbian market, only 5 percent of the people polled said they were very likely to visit Tel Aviv as a tourism destination, while 46% said they were very unlikely to do so.

The survey, which polled 900 people from Germany, London and the New York region who identify as homosexual, found that the likelihood of a visit grew if the person asked knew someone who had visited Tel Aviv.

The main reasons given for not coming to Israel were: safety concerns (84%), regional conflict (70%), perceptions of Tel Aviv being too religious (62%) and the belief that homosexuals are unwelcome (41%).

When asked what would draw them to Tel Aviv, 67% said cited the beaches, 65% said they would come to experience the local culture, 59% mentioned Israel's rich history, 43% were attracted by the prospect of visiting Jerusalem and 31% said they would come for the Gay and Lesbian night life that the city has to offer.

According to Out Now CEO Ian Johnson, the final results of the survey will be published in a few days. Johnson was optimistic about the survey results, pointing to the relatively high proportion of people who answered maybe/maybe not when asked if they would visit Tel Aviv.

"This is a group that we can work with. With the aid of marketing and communication these people can be moved into the likely category," he said.

Despite the mildly negative survey results, Tel Aviv will continue to be heavily touted as a gay tourism destination. The fact that the annual conference is being held there is a testimony to the efforts put forward by the municipality to develop rainbow tourism.

"Tel Aviv is Israel's capital of commerce, economy, culture and nearly everything else. It adds honor to the country as a whole because of the values it holds dear," Tel Aviv Mayor Ron Huldai said.

"Yesterday, I participated in a Simhat Torah celebration and someone came up to me and urged me to stop holding the Pride Parade in the city. That is the nature of democracy; different people have different ideas. All I can say is that gay pride is part of the life of the city and everyone here is free to be whatever they want."

Tel Aviv council member Yaniv Waizman is the driving force behind the city's gay-friendly initiatives. He said that despite the shooting that took place in the gay and lesbian youth center on August 1, Tel Aviv was very open to homosexuals. "The shooting was traumatic, but it made us stronger and just increased our willingness to succeed," he said.

He added that what is necessary for future success is increased marketing budgets, a gay-orientated information booth and the goodwill of the citizens and service providers to welcome those who come to the city. Waizman asked the foreign visitors to be Israel's ambassadors to the gay community and attempt to break down the common misconceptions.

In anticipation of the conference, a small group of protesters stood outside the G.L.B.T. Community Center to demonstrate against the Israeli occupation of the West Bank. The group members all wore black shirts with "Queers for Palestine" printed on them.

"We are queer activist here to protest the promotion of gay tourism to Israel and to encourage queers to visit Palestine," said a man who identified himself as Zohar, the group's spokesman.

"This has been an issue that has been manipulated in the last few months, especially since the shooting in Tel Aviv, but even before that, to supposedly represent the liberal State of Israel... As queer people, we don't want to be used as a poster for human rights."

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.

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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 Tourism Marketing? Think Again.

Think you know all about gay welcoming tourism destinations?

Think again.



Ian Johnson, Out Now
October 7, 2009

Topics: LGBT tourism marketing. Lesbian market. Gay travel. Gay tourism. Market research. Tel Aviv. Out Now. WTM London World Travel Market. Out Now presents important new research study on gay tourism to the Middle East at WTM London World Travel Market as part of this year's Out Now Gay Marketing Masterclass.

One of the most important events for the global travel and tourism industry takes place next month in London.

Out Now has for the past three years presented its industry-leading Gay Marketing Masterclass to delegates attending the WTM - World Travel market - in London.

Taking place over four days, this event attracts the most important decision-makers of the global travel industry, and Out Now is delighted to be back for a fourth year to talk about a whole range of leading-edge gay and lesbian marketing strategies.

One of the exciting things we will discuss there is the release of new online research data representing the first ever GLBT tourism market research into travel to the Middle East.

Web 2.0 social marketing, 'old' media, advertising approaches that work, how to incorporate video content into your gay marketing, what a company staff assocation means to your gay marketing strategy - and many more gay market essential topics for 2010 will be addressed in an action packed 90 minutes this November 11 at WTM in London.

Here are details of the latest lesbian and gay travel marketing research on the Middle East.

The First-Ever Market Study into Middle East Gay Travel Unveiled by Out Now at WTM

Out Now Consulting will reveal the findings of its study into GLBT (gay, lesbian and bisexual and transgender) tourism to Tel Aviv during its session on gay marketing - The Gay Marketing Puzzle - Solved by Out Now at WTM.

In a region not usually associated with GLBT travel, Tel Aviv is now putting in place various strategic steps to develop a campaign that extends its reach and broadens its appeal to lesbians and gay men as a tourism destination.

The gay tourism marketing strategy of Tel Aviv will be discussed, along with the presentation of findings from a gay market research study currently underway, testing the attitudes and opinions of gay consumers in three regions - New York City, UK and Germany - about the prospects of Tel Aviv becoming the new ’hot’ gay travel ticket.

Out Now Consulting Founder and Chief Executive Ian Johnson, along with Tel Aviv City Council Member Yaniv Waizman - who is responsible for the city’s tourism portfolio, will discuss the study and advise delegates on gay marketing strategies.

"We thought it was very important to start our gay market development plans with the best possible insight" says Waizman. "That is why our first step has to be market research, to discover the current positioning of Tel Aviv in the minds of the gay and lesbian travel audience."

Johnson said: "Tel Aviv is a destination that many gays and lesbians do not immediately think of when planning their next vacation."

"Yet as a gay targeted destination, the city has world-class tourism options to offer to gay and lesbian travellers. It is also a city that comes with a lot of history - cultural, religious and political" Johnson added.

Johnson said the preliminary results reveal a big gap between certain perceptions and reality when it comes to Tel Aviv.

"The early results are quite revealing" Johnson said. "They show significant divergence between what gay and lesbian people think Tel Aviv is like, compared to a quite different reality on several key points. This new research will make for much better informed strategic marketing decisions for the destination."

The final report will be unveiled at The Gay Marketing Puzzle - Solved by Out Now at WTM at World Travel Market, ExCel - London at 11am on 11 November 2009.

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.

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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.