Argentina Gay Marketing Triumph by GMaps

Gay marketing is truly global. Lesbian and gay consumers live everywhere and are increasingly seen as a powerful economic force to be reckoned with by marketers the world over. Need proof? Look at what happened in Argentina last week.


Ian Johnson, Out Now
July 24, 2009

Topics: Argentina. Gay marketing. GMaps. GNetwork360. Gay and lesbian travel. Lesbian and gay tourism. Out Now. Lesbian and gay consumer market. GLBT tourism and gay travel marketing. Out Now presents at GNetwork360 event in Argentina.

Last week an historic gay marketing event took place in Argentina.

The GNetwork360 GLBT Turismo gay marketing conference was held in Buenos Aires on July 15 - 16. And it was simply awesome.

Organized by the founders of GMaps - Pablo De Luca and Gustavo Noguera - this conference was a first for Argentina and was supported by the government tourism agencies at both city and federal level.

Two things amazed me.

The quality of the organization and the quality of the program.

There were a range of presentations, including many noteworthy speakers.

Just some of them included: -

Pascal Lépine of IGLCC - International Gay and Lesbian Chamber of Commerce; Juan Juliá, founder of Axel Hotels, Justin Nelson and Chance Mitchell of NGLCC - National Gay and Lesbian Chamber of Commerce (US); Matt Skallerud of PinkBanana; Tom Nibbio of IGLTA and of course GNetwork360 founders themselves, Pablo and Gustavo.

I presented a seminar called Gay Marketing - Getting It Right, or as it is known in Espanol: Marketing Gay - Como Crear Una Campagña Effectiva.

Organizing an event like this takes hundreds - probably thousands - of hours.

When you consider that GNetwork360 did not charge participants to attend, this commitment by them to the development of the Argentine gay and lesbian market opportunity is truly inspiring.

One of the very encouraging conference outcomes was the official launch of the Argentina Gay and Lesbian Chamber of Commerce.

This step alone will see a growing awareness of the vast opportunities presented by the lesbian and gay business world, and the gay and lesbian consumer market.

I meet a lot of people in my role as a gay marketer, and I attend and present on gay marketing strategies at a lot of conferences around the world - and I can honestly say that the GNetwork360 gay marketing conference last week in Argentina was quite simply equal to the best of them.

It has been my pleasure to meet and get to know both Pablo and Gustavo during these past months and they are committed, passionate marketers and - most importantly - consummate professional businessmen.

One very important note.

The organization of the conference was made seamless by the willing donation of time and services by sponsors and volunteers - and to these often unsung heroes, I offer my heartfelt thanks.

They were critically important in making the event the success it was.

Final thought

It was my pleasure at the conclusion of my presentation to announce the first ever market research study of the Argentina gay and lesbian market.

More details will follow soon, but initial responses to the 2010 Out Now + GNetwork360 Argentina Gay Market Study have been very strong - and very positive.

The future for gay business and gay market development now looks assured in Argentina.

Muchas Gracias Amigos!

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If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.
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AdWeek recently referred to one of Out Now's gay advertising campaigns as "the year's most talked about tourism ads." Out Now Consulting is a leading global gay marketing specialist agency, founded in 1992. Clients include Barclays, IBM, Toyota, Citibank, German National Tourist Office, Visit Britain, Lufthansa and Time Inc. Magazines. Out Now recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

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