Gay Market = Many Markets

TOPICS: Travel. US tourism market. Gay Spring Break. Germany. ITB. Gay PR. Gay travel. Lesbian and gay travel market. Gay travel report from the ITB. IGLTA. Steve K Smith. President Board of Directors IGLTA. Florida Keys and Key West Gay Spring Break tourism strategy. Grey marketing. Gay market PR insight. Youth lesbian and gay marketing. Seniors, and youth gay and lesbian advertising, PR and marketing. Rosie O'Donnell.

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The fact is that the so-called 'gay market' is merely a handy moniker around which to group a concept: a concept of 'otherness' which being lesbian or gay usually renders one a part of in a society where heterosexuality is the dominant marketing paradigm.

That's not to say that being gay is not now more mainstream than it's ever been - in many places that is the case.

But what is interesting is how you can gather the most diverse collection of individuals together in a group who otherwise have almost nothing in common with one another, but when they all happen to be gay or lesbian, then there is often an instant common experience shared by so many quite disparate individuals.

But the reality in this market is that Diversity is Key.

The recent discusssions here about gray markets, or gay seniors and grey marketing are nicely complemented by a conversation I had with the president of the International Gay and Lesbian Travel Association last week, Steve K Smith - who just happens to also be the manager of gay tourism marketing for one of the most successfully marketed US gay travel destinations - Florida Keys and Key West.

Steve is one of the driving forces behind the new Florida Keys and Key West 'Gay Spring Break' campaign - one that is stirring up a lot of interest and media attention. We both agreed that the trend to an increasingly important lesbian and gay travel market impact is clear. Steve is also very astute in identifying the future growth represented by the gay youth market for a popular US gay travel destination like the Florida Keys and Key West.

But what is perhaps not so well understood by many outside gay marketing is the fact that quite individual gay market segments exist within the lesbian and gay markets, just like they do in mainstream marketing.

The strategies that are behind a campaign such as the Gay Spring Break initiative are both the same as and entirely different to a campaign directed at other segments of the gay market: men, women, youth, seniors, professionals, blue-collar, parents, singles. Every person an individual, yet all sharing their one unifying common factor - their otherness from the mainstream market that envelops them.

It really does make for very interesting work in creating effective targeted gay market strategies.

The strategic approach of branding mass market goods across one, several, many or all gay segments; or of marketing niche gay products to a specific gay consumer segment is sometimes appropriate, and other times is not.

Diversity, once again, remains key.

Witness the latest family-friendly R Family Vacations visit to Philadelphia organised by Rosie and Kelli O'Donnell: a very different experience to that which is encompassed by the floating party ship cruises organised by Atlantis Events. Whose product marketing usually differs from much of the advertising, product and PR approaches adopted by RSVP Vacations. Which in turn differs radically from the lesbian marketing for women cruises and resorts run by Olivia Cruises and Resorts.

The Florida Keys and Key West tourism Gay Spring Break marketing strategy in the US is a great example of creative gay marketing.

Taking an originally heterosexual college event and turning it out with a gay twist. The campaign is tightly focused, professionally delivered, creatively appropriate and very well targeted - congratulations to all involved.
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