Ian Johnson, Out Now
June 22, 2007
Gay Market News covered the new Convention and Visitors Bureau of Greater Cleveland gay travel and tourism campaign when it was announced at the start of the year.
Well, the advertising campaign and lgbt tourism microsite of the Cleveland CVB website is out now and we must say - we are quite impressed.
You might remember I mentioned a friend that lives in Cleveland and we discussed back when it was announced what this meant and why now? He told me that Cleveland has a robust lesbian and gay community and, as the manager of one of the city's best known gay venues, he felt he knew well what was happening at ground level in the gay community of Cleveland.
It was surprising to him at first that Cleveland would seek to present itself as a gay destination - but I explained to him that it was actually fairly smart.The city is not known by global gay and lesbian travelers as a 'must-include' destination, yet that is true for many cities now targeting the gay and lesbian travel market via gay communications and LGBT marketing strategies.
What a campaign like this one for Cleveland does is a bit like putting out a rainbow coloured 'Welcome' mat for the gay travel market.
Even for a destination like Cleveland - that clearly has a great deal to offer any tourist - it is important to target attractive travel niche markets.
And the demographics of the gay travel niche market are some of the most attractive there are around.
Gay travelers sometimes need a little reassurance when venturing into uncharted territory.
They want to be certain that their business is wanted, and that they can expect to feel welcome.
Most importantly, if they are going to part with their hard earned travel cash, they must be certain they can expect to be comfortable being themselves and to be treated equally - and with respect. May seem obvious, but these are real concerns for many gay travelers today.
We think the new Cleveland campaign is opening the city to a global gay travel market - it is a great initiative and we congratulate those involved.
Oh, and one last thing: when you visit the main home page of the Cleveland CVB travel website, there is no secret or attempted hiding - there, right on the main page, is a tab to click if you want LGBT travel - and that is one of the strongest, and most effective gay travel marketing signals of all.
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