Ian Johnson, Out Now
May 18, 2008
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TOPICS: Gay and lesbian tourism. London gay tourism marketing strategies. UK LGBT market. London at IGLTA annual convention. Las Vegas. Gay travel marketing. Gay and lesbian travel market awards. London wins two gay tourism marketing awards at annual IGLTA world convention in Las Vegas, USA.There is a growing number of destinations globally that are seeking to win revenues from the gay and lesbian tourism market.
One of the destinations that has spent a number of years marketing its offerings to the lesbian and gay travel market is London.
With a small and strongly focused gay marketing team, Visit London -- the city's Destination Marketing Organization (DMO) -- has been a consistent presence in the world of gay tourism marketing for the better part of a decade.
As Gay Market News has pointed out before -- the key to gay tourism market success is persistence.
There is also a strong and growing need to credentialize the brand to the target gay tourism consumer.
Advertising and PR alone, whilst still important, are becoming less important as consumers look to destinations to substantiate claims of offering gay travelers a 'gay friendly' travel experience.
With more destinations actively seeking to win the gay tourism consumer's pink dollars, pink euro and pink pounds; Out Now research has been tracking these consumers themselves -- and they are becoming increasingly demanding of the various advertising claims made by destinations seeking to win their tourism business. DMOs that succeed financially in gay tourism are increasingly those who put the travel concerns of gay travelers at the forefront of their gay marketing strategy.
At the International Gay and Lesbian Travel Association IGLTA annual convention in Las Vegas, London was acknowledged by the global tourism industry for some of their lesbian and gay tourism targeted promotion activities.London picked up two IGLTA awards: one for 'Best Brochure/Collateral' and another for 'Best Advertisement'. These awards were voted on by IGLTA members, being (mainly) people working in the tourism industry.
The winning brochure is Visit London's Official Gay and Lesbian Guide to the Capital, which has been widely distributed across gay venues and pride events both in the UK and overseas, including the USA and Germany, and online.
The print advertisement is for the 'Do London Like a Local' campaign (pictured above) which encouraged visitors to see parts of the capital popular with Londoners and less well known to tourists. It also directs consumers to visitlondon.com/rainbow which contains further information about LGBT London.
Martine Ainsworth-Wells, Marketing Director at Visit London, who accepted the awards in Las Vegas, with her diversity market specialist Kuldip Sahota, said:
"I'm delighted that Visit London's hard work promoting London to the LGBT travel market has been recognised with these awards. London is a fantastic destination for gay and lesbian travellers and our award-winning guides and campaigns help them to get the most out of the capital."
Pictured with Martine and Kuldip at the IGLTA Gala Dinner -- and looking resplendent in his gala dinner-themed gangster outfit -- is Tom Nibbio, Global Ambassador for IGLTA.
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