Ian Johnson, Out Now
July 6, 2007
Gay travel is one of the most important lesbian and gay marketing segments. Recently we reported on Out Now winning a Commercial Closet Images in Advertising award in New York for our Lufthansa OutShots Netherlands gay travel campaign. There is an overview Gay Market News from NY Blade report on the awards.
Now there is news that Out Now will present a Gay and Lesbian Travel Market MasterClass at leading global travel marketing show London World Travel Market WTM.
Organisers are asking for marketing questions to be sent to specialist gay market agency Out Now that will help shape a targeted, interactive and internationally based session at World Travel Market, covering some of the biggest issues and challenges facing the travel and tourism industry.
“The travel and tourism industry is now beginning to recognise the importance of the gay and lesbian market and its economic potential for the future,” said Fiona Jeffery, Managing Director of World Travel Market. “We have asked Out Now Consulting to help the industry to reach out to this historically under served segment.
“Out Now is one of the most experienced market agencies of its kind, working with many travel clients, including VisitBritain, the German National Tourist Office, South African Tourism and Lufthansa.
“In a survey carried out by the Travel Industry Association (TIA), the majority of gay men (53%) and lesbians (69%) reported that a place generally identified as safe and free from intimidation and threats - is one of the top three ways they consider a destination as gay-friendly.
“Gay-friendliness is frequently mentioned as a litmus test for how gay holidaymakers view destinations, products and services.
“They are not looking for special treatment, merely the kind of consideration and equal respect that should be given to all customers.”
Jeffery added: “This is the third year that we have worked with Out Now and are delighted that the MasterClass will be able to help delegates much more comprehensively about how to tap into this lucrative market more effectively.”
Ian Johnson, CEO of Out Now said the 60-minute MasterClass will offer the latest practical advice on reaching the gay market. “We will take the most representative questions submitted to Out Now online before World Travel Market to be used as part of a presentation covering a whole range of issues”, he said.
“We also invite people to send us their brief – specifying specific requirements and budget – and Out Now will select two to present real gay travel marketing solutions to such problems at WTM. If people have ever wondered how their own brand should best approach the gay market, this is their perfect opportunity to find out.”
“The MasterClass will provide a ‘State of the Gay Travel World’ summary paper, offered free to everyone attending and setting out the essential 2007 gay travel segment data from the US, Europe and Australia.”
Out Now will also be launching the GayMarketingPro.com 2008 Gay Travel Market Workbook, two copies will be presented as prizes during the seminar (a €450 value) as well as free enrolment and five free trainings in the GayComfort™ training programme (worth Є244).
The Out Now gay travel marketing MasterClass is being presented by WTM on 14 November 2007 at the London World Travel Market, ExCel Centre.
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LGBT communications successfully reaching the lesbian and gay consumer market since 1992.
All content on all Out Now websites (C) 2007 - Out Now. Out Now Gay Market News -- Gay Marketing 101 gay market updates site. LGBT communications. Gay PR. Global gay PR marketing, gay public relations strategy, GLBT PR, LGBT issues training, gay advertising, LGBT market, lesbian and gay market research leaders, GLBT marketing. Gay Market News is Gay Marketing 101 - Out Now Gay Marketing, Advertising, Gay PR, Market Research. Travel Market. Training.
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