Ian Johnson, Out Now
March 9, 2008
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TOPICS: Massachusetts. GLBT advertising. Gay market advertising. Boston and Massachusetts. Gay and lesbian advertising content to be included in new Massachusetts state tourism advertising. Massachusetts gay market advertising to be included in new state tourism and travel marketing advertising campaign.Gay Market News has reported often on the fact that research by Out Now and others consistently shows that consumers want to travel widely, but are also concerned to know they can visit a destination and feel welcomed.
Now comes news that a new Massachusetts advertising campaign is to include imagery of gay and lesbian couples visiting the state as part of a new advertising and marketing tourism push.
That inclusive approach to gay marketing is very much at the leading edge and it seems that the state to introduce gay marriage to the US market is once again leading the way forward with this new gay inclusive travel advertising and tourism marketing campaign.
Here is a Boston Globe extract on this.
Ads tout Massachusetts as a gay-friendly destination
The Massachusetts Office of Travel & Tourism is unveiling a new campaign today, with 90 advertisements showcasing destinations and lifestyles across the state, including its first spots featuring same-sex couples.
The travel office is spending $4.6 million on the campaign - about 35 percent more than last year - and will expand its reach into new markets, including Albany, N.Y., and Providence. The ads will begin airing on television and appearing on the tourism group's website starting April 1.
This is the first time Massachusetts, which became the first state to permit gay marriage in 2004, will officially capitalize on its gay-friendly status through its tourism campaign. The new campaign has several ads that feature same-sex couples, but the most direct targeting includes a biracial male couple in Provincetown, visiting the art museum, sharing a meal, and walking down the street arm in arm.
"We're spending taxpayers' money here, and we don't want to paint a picture of one version of Massachusetts. This is a place that is diverse and varied," said Betsy Wall, executive director of the travel and tourism office.
Pennsylvania recently started targeting the gay and lesbian market after a successful Philadelphia campaign showed that gay and lesbian travelers who saw the ads stayed longer and spent more than those who did not see it.
The Massachusetts campaign includes television, print, radio, online, direct mail, a guide book, and other promotional efforts.
The unprecedented 90 spots allowed the state to feature different lifestyles and destinations across Massachusetts, such as a woman in a wheelchair riding along Horseneck Beach in Westport Point.
For information and help with understanding key gay and lesbian marketing issues, to most effectively understand and meet the consumer needs of the lesbian and gay market, rely on the gay market experts, Out Now. Leading in the gay market since 1992.
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