Out Now is pleased to be presenting the latest approaches to gay and lesbian tourism marketing. Web 2.0, tourism case studies, latest global gay market research plus important gay consumer voices - all set to educate the global travel industry at this premier global travel industry marketing event - WTM London's World Travel Market.
Ian Johnson, Out Now
August 12, 2009
Topics: Out Now. WTM. London World Travel Market. Lesbian and gay travel marketing. LGBT tourism. GLBT travel marketing. Gay market research. Out Now is to present its Gay Marketing Masterclass to delegates at the 2009 annual London WTM World Travel Market.
Out Now is consistently motivated by my guiding statement to each of our team of consultants: we will always be better next year than we are this year.
Does that mean we think we are not any good?
Not at all. Our recent work projects are great examples of Out Now's consistent commitment to leading gay and lesbian market development - for the benefit of our clients and the enhancement of lesbian and gay communities around the world.
Current examples?
Out Now has just begun a major new research study for the city of Tel Aviv on gay and lesbian tourism and travel marketing strategies.
We are currently revealing our latest gay marketing strategies for the German National Tourism Office and Berlin Tourism Marketing.
Vienna Tourist Board recently enjoyed a very successful Out Now created gay and lesbian tourism marketing launch called "Go Vienna".
VisitSweden just had a very successful Out Now gay and lesbian tourism marketing campaign into the UK gay tourism market.
So what does Out Now's commitment to always improving every year mean for our London Gay Marketing Masterclass at this year's WTM?
Out Now at WTM London World Travel Market 2009
In 2009 Out Now will present, for the fourth year in succession, our annual Out Now Gay Marketing Masterclass at the premier global travel marketing event - London's WTM World Travel Market.
This year Out Now will be bringing - for the first time - the voices of lesbian and gay travel consumers into a global tourism marketing conference education symposium.
Ultimately the tourism market succeeds by way of committed understanding of lesbian and gay consumer needs.
We will talk more in coming days about some of the other new initiatives Out Now will bring to our Gay Marketing Masterclass at this year's World Travel Market .
Here is a report from leading travel market magazine Travel Weekly about this.WTM to focus on gay and lesbian travel
World Travel Market (WTM) is to ask gay and lesbian holidaymakers how they want the travel industry to market to them.
The gay and lesbian (G&L) customer panel forms part of the Gay Marketing Master-class seminar, organised and hosted by G&L marketing consultancy Out Now, and is the first time the industry has sought the views of G&L customers at a trade event.
The G&L market is growing in importance during the worldwide financial downturn, as it's more resilient during these tough economic times than the heterosexual market.
US research shows that, while many heterosexual travellers are planning to cut back on their travel spend, more than half of gay consumers (55%) plan to spend as much on travel this year as they did in 2008*, while 7% are looking to spend more in 2009 than last year*.
Out Now Founder and Chief Executive Ian Johnson, who is chairing the 90-minute masterclass, said: "The travel industry can struggle when it comes to marketing to the G&L community.
"The G&L market is even more important to the travel industry than it ever was before, as it has a more resilient appetite for travel, meaning the industry cannot afford to get its G&L marketing strategy wrong.
"Gay customers really are the greatest experts of all when it comes to designing gay marketing strategies that work. That's why this year Out Now is bringing the opinions of gay travellers into the discussion at WTM," Johnson added.
"In hearing their opinions, discovering relevant motivators and unlocking the key travel concerns of gay and lesbians customers themselves during this innovative seminar, those attending will discover a wealth of practical information able to be profitably applied to the development of their own lesbian and gay marketing strategies during 2010 and beyond."
* Source: Witeck Combs/Harris Interactive
For more information visit the Out Now Consulting website.
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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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To learn how to get lesbian and gay marketing strategy right -- rely on gay marketing expert strategic advice from Out Now -- the leading experienced global strategic gay marketing, research and communications agency.
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