Massachusetts Gay Travel Market Push

TOPICS: Lesbian and gay market. Global gay and lesbian tourism market. Gay travel. Lesbian and gay tourism. Gay marketing. Gay advertising, gay markets, gay marketing, gay PR. Boston. Massachusetts, US gay market. Boston gay and lesbian marketing. New gay travel market initiative launched for city of Boston and the State of Massachusetts.

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Massachusetts is a great State in the US with very interesting history and a very strong grounding in equality. Gay marriage is even possible here.

There is an interesting article about Boston and a new gay travel marketing push that appears in the business news section of today's Boston Herald.

The State of Massachusetts joins the ever lengthening list of destinations now actively marketing to try and attract their share of the lucrative lesbian and gay tourism dollar.

From Cleveland to London via Boston and Sydney: the travel industry truly is awake to the strength of the lesbian and gay travel market.

Here is an extract of that Boston Herald article on this new gay travel marketing push:

Media blitz aimed at gay tourists: State launches ad campaign
Boston Herald Business
Friday, March 23, 2007

Tourism agencies, including the Massachusetts Office of Travel and Tourism, are tapping into the gay media to woo visitors to the Bay State.

In the coming months, MOTT is looking to make inroads into the gay tourism market with new advertising campaigns.

And, under Gov. Deval Patrick’s administration, the state-funded agency hired Ken Brissette, director of specialized marketing, whose mission is to attract gay and lesbian tourists to the state.

“I think Massachusetts has a great opportunity now to attract that clientele,” Brissette said.

This year MOTT will sponsor the Gay Pride festival in Boston. The agency has also launched a major public relations campaign, reaching out to publications like the Advocate and Out Traveler in the hopes of hosting tours around the state. And MOTT is reworking its Web site, adding a regular feature tailored to gay consumers.

The purpose of MOTT’s efforts is to position the entire state as a gay-friendly travel destination, rather than simply promoting the locales already popular among gay and lesbian tourists, Brissette said.

Marketing efforts geared toward the gay audience have also been rolled out by other tourism agencies.

The publisher of gay glossy Boston Spirit is putting together a new magazine for the Massachusetts Lodging Association. Set to launch in about two weeks, the magazine will be called “Great Gay Escapes.”

“One of the missions of this is just to promote the state (as a) whole,” said David Zimmerman, publisher of Boston Spirit. Zimmerman is also giving presentations at the annual Massachusetts Governor’s Conference on Travel and Tourism in Worcester.

In addition to its gay marketing initiative, MOTT unveiled a new $3.4 million advertising campaign that will break Monday targeted at a general audience. The general ad campaign will also try to expand people’s view of tourism to the rest of Massachusetts beyond Cape Cod and Boston, said Beth White, MOTT’s director of marketing and communications.

The general campaign, created by Wenham-based ad agency Mullen, will feature print and television ads that will air from Boston to Philadelphia.
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