Think you know all about gay welcoming tourism destinations? Think again.
Ian Johnson, Out Now
October 7, 2009
Topics: LGBT tourism marketing. Lesbian market. Gay travel. Gay tourism. Market research. Tel Aviv. Out Now. WTM London World Travel Market. Out Now presents important new research study on gay tourism to the Middle East at WTM London World Travel Market as part of this year's Out Now Gay Marketing Masterclass.
One of the most important events for the global travel and tourism industry takes place next month in London.
Out Now has for the past three years presented its industry-leading Gay Marketing Masterclass to delegates attending the WTM - World Travel market - in London.
Taking place over four days, this event attracts the most important decision-makers of the global travel industry, and Out Now is delighted to be back for a fourth year to talk about a whole range of leading-edge gay and lesbian marketing strategies.
One of the exciting things we will discuss there is the release of new online research data representing the first ever GLBT tourism market research into travel to the Middle East.
Web 2.0 social marketing, 'old' media, advertising approaches that work, how to incorporate video content into your gay marketing, what a company staff assocation means to your gay marketing strategy - and many more gay market essential topics for 2010 will be addressed in an action packed 90 minutes this November 11 at WTM in London.
Here are details of the latest lesbian and gay travel marketing research on the Middle East.
The First-Ever Market Study into Middle East Gay Travel Unveiled by Out Now at WTM
Out Now Consulting will reveal the findings of its study into GLBT (gay, lesbian and bisexual and transgender) tourism to Tel Aviv during its session on gay marketing - The Gay Marketing Puzzle - Solved by Out Now at WTM.
In a region not usually associated with GLBT travel, Tel Aviv is now putting in place various strategic steps to develop a campaign that extends its reach and broadens its appeal to lesbians and gay men as a tourism destination.The gay tourism marketing strategy of Tel Aviv will be discussed, along with the presentation of findings from a gay market research study currently underway, testing the attitudes and opinions of gay consumers in three regions - New York City, UK and Germany - about the prospects of Tel Aviv becoming the new ’hot’ gay travel ticket.
Out Now Consulting Founder and Chief Executive Ian Johnson, along with Tel Aviv City Council Member Yaniv Waizman - who is responsible for the city’s tourism portfolio, will discuss the study and advise delegates on gay marketing strategies.
"We thought it was very important to start our gay market development plans with the best possible insight" says Waizman. "That is why our first step has to be market research, to discover the current positioning of Tel Aviv in the minds of the gay and lesbian travel audience."
Johnson said: "Tel Aviv is a destination that many gays and lesbians do not immediately think of when planning their next vacation."
"Yet as a gay targeted destination, the city has world-class tourism options to offer to gay and lesbian travellers. It is also a city that comes with a lot of history - cultural, religious and political" Johnson added.
Johnson said the preliminary results reveal a big gap between certain perceptions and reality when it comes to Tel Aviv.
"The early results are quite revealing" Johnson said. "They show significant divergence between what gay and lesbian people think Tel Aviv is like, compared to a quite different reality on several key points. This new research will make for much better informed strategic marketing decisions for the destination."
The final report will be unveiled at The Gay Marketing Puzzle - Solved by Out Now at WTM at World Travel Market, ExCel - London at 11am on 11 November 2009.
If you want to get your gay marketing up to speed to include the latest social media and other leading-edge gay marketing strategies, get in touch with market leaders Out Now.
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AdWeek 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 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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