Gay Media Success - London Zoo

TOPICS: Gay media. Gay marketing. Gay media strategies. Gay and lesbian marketing communications. London Zoo UK gay market media campaign. Lesbian and gay communications. Gay media targeting for lesbian and gay communications. New lesbian and gay media campaign by London Zoo to target lesbian and gay visitors with themed 'Gay Days' gay and lesbian communications strategies.

Ian Johnson, Out Now
September 4, 2007

Here is an interesting example of a mainstream brand employing an effective gay consumer marketing, and lesbian and gay media communications strategy.

London Zoo is one of the most well known global brands in the world of travel and tourism.

It also has a strong attraction to increasing numbers of local UK visitors as well.

Market research suggests that the zoo is often seen as an ideal location for a 'first date' in the initial stages of a tentative new relationship.

London Zoo marketing has responded to the reality that many of the people visiting are likely to be lesbian or gay, by announcing its third 'Gay Sunday' lesbian and gay themed day at the London Zoo park.

The zoo has taken to actively targeting lesbian and gay visitors by marketing specific 'Gay Days' to the lesbian and gay market - via targeted gay and lesbian communications, utilizing niche lesbian and gay media.

According to the London Zoo Head of Communications, Simon Rayner, as quoted in Utalkmarketing, the initiative was introduced because London Zoo had noticed the park was a popular choice for couples – both gay and straight – on first dates.

Rayner: “We were looking to change visitor trends and bring our conservation message to a new audience. We also wanted to promote the fact that the zoo is very much a part of London life and relevant to all communities and sectors of city life.”

Gay Sunday features special gay performers presenting music concerts and is promoted in UK lesbian and gay targeted communications media.

The next Gay Sunday event will be held at London Zoo on September 16.

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