Gay and Lesbian Marketing - New Zealand

TOPICS: Gay marketing. Australia and New Zealand gay and lesbian marketing. Air New Zealand gay marketing. LGBT travel marketing. Lesbian communications. Lesbian marketing. Lesbian sponsorship. Gay and lesbian marketing. Gay tourism. Gay marketing news. New Zealand gay and lesbian marketing communications strategies. Gay tourism marketing. Lesbian and gay community market. Gay community travel marketing. Lesbian and gay marketing. Gay and lesbian community marketing. Air New Zealand gay and lesbian marketing--new pink flight for Mardi Gras.

Ian Johnson, Out Now
September 16, 2007

Air New Zealand have announced a new targeted gay and lesbian marketing initiative.

The airline will run a dedicated 'Pink Flight' for an Air NZ flight to Sydney timed to arrive in town just prior to the annual Sydney Gay and Lesbian Mardi Gras 2008.

Air New Zealand has had a somewhat 'on again-off again' marketing approach to their gay and lesbian marketing over the years.

The flight might run the risk of being criticized for relying overly on too many gay and lesbian marketing stereotypes as to what targeting the gay and lesbian market effectively actually means--relying as it does on drag queens and cabaret for its marketing strategy.

But there may be sales opportunities that the airline will discover in their targeted pink flight approach to gay and lesbian marketing.

The Air New Zealand approach will likely appeal to the sub-segment in gay and lesbian marketing that likes all things 'campy' whilst some customers may be turned off if that approach is too heavily followed by the airline.

Here is an extract of some MSNBC reporting on the new Air New Zealand gay and lesbian marketing pink flight in February 2008:

Airline comes out with gay-themed flight
Trip will feature drag queens, pink cocktails, cabaret performed by crew

SAN FRANCISCO - Air New Zealand is delving into the gay and lesbian market with a special themed flight that will feature drag queens, pink cocktails and a cabaret performed by the flight crew.

The destination for the airline's one-time "Pink Flight," scheduled to depart San Francisco International Airport on Feb. 26, is the Gay and Lesbian Mardi Gras in Sydney, Australia, one of the world's most well-attended gay events, said Jodi Williams, an Air New Zealand marketing director.

"We are looking at tailoring the inseat entertainment and having gay-friendly movies and contests and different music and things like that," Williams said. The airline also plans to throw a "Get-Onboard-Girlfriend" going away party for its passengers, who will pay an average of $1,000 roundtrip.

The flight will be modeled after an Auckland-to-Sydney trip Air New Zealand made this year for the gay Mardi Gras, according to Williams. Before that full flight, the crew put on pink feather boas and sang for its couple hundreds passengers, she said.

"Even the pilot was wearing fairy wings and got into it," Williams said.

Air New Zealand's Williams said the airline still is working out some details of the flight plan, such as what will go inside the goodie bags passengers will get. Since it takes 14 hours to get from San Francisco to Sydney, the airline also plans to schedule in some down time during the overnight flight.

"We had to think about keeping people entertained while knowing they will want their beauty sleep," she said.
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