GayComfort and IGLTA - New Gay Travel Market Partnership Announced

The leading international organization for international gay and lesbian travel - IGLTA - has announced a partneship with Out Now's groundbreaking GayComfort online training, accreditation and marketing program. Learn more.


Ian Johnson, Out Now
April 29, 2009

TOPICS: Out Now. IGLTA. GayComfort online training and accreditation marketing program. International Gay and Lesbian Travel Association annual convention. Toronto, Canada. Lesbian and gay marketing. GLBT travel and tourism. New Out Now - IGLTA partnership sees GayComfort delivers enhanced quality product to the lesbian and gay consumer market.

FOR IMMEDIATE RELEASE

Los Angeles, US (OUTNOW/IGLTA) April 29, 2009 -- Leading gay marketing specialists Out Now and the International Gay and Lesbian Travel Association (IGLTA) have announced a new partnership to help improve the quality of staff service delivered to the lesbian and gay consumer market.

Lesbian and gay travelers regularly rate how welcome they are made to feel as being the most important marketing factor affecting their travel decisions.

For years, this has meant many gay people having to pretend to be ’in the closet’ when on vacation, for fear they might not be treated equally with the respect accorded to other travelers.

GayComfort is Out Now’s innovative training, accreditation and gay marketing program - the only one of its kind designed to address this issue by delivering online training directly to staff working in hotels, tourist attractions and travel agents across the world. Staff learn how to better understand the travel concerns of their gay customers.

"Setting the industry standard"

GayComfort has been described as "setting the industry standard" for the effective training of staff on gay and lesbian sensitivity travel issues.

All hotel, attractions and travel agent delegates to the IGLTA annual convention will receive a complimentary 2009 GayComfort membership and one training package (a USD$118 value).

This valuable and important offer helps fulfill an important objective of the IGLTA - to enhance the quality of the travel product marketed to lesbian and gay travel consumers.

"IGLTA is pleased to be partnering with Out Now to bring better lesbian and gay travel market staff training to the global travel industry, thanks to the innovative GayComfort program," says Tom Nibbio, IGLTA Global Ambassador.

"Gay and lesbian travelers consistently remark that ’the missing link’ in the gay travel experience is knowing that they can relax and be themselves when on vacation," said Nibbio. "GayComfort solves that issue, by setting the industry standard for gay travel training. As a result, gay consumers know they can book and relax at every stage of their vacations. GayComfort is a great product for the travel industry wanting to tap into the multi-billion dollar global gay travel market."

Gay market travel concerns

GayComfort comprises a suite of online training knowledge for staff working in the travel industry worldwide. It covers key areas of gay travel concern such as appropriate terminology, debunking stereotypes and provides practical tips on how staff can make their lesbian and gay customers feel comfortable being themselves.

According to Ian Johnson, CEO of Out Now, GayComfort meets an important market need: "It is not about treating gay people differently, it is about teaching staff the skills they need to extend the same welcome that allows all other travelers to relax and be themselves on vacation without even thinking about it. Understanding the concerns of gay travelers makes all the difference - and GayComfort gives staff the practical knowledge they need to do this."

Existing GayComfort members do not miss out either - Out Now will credit their GayComfort membership with five training credits (a USD$95 value) after they register for the IGLTA convention. Destination CVB tourist offices that are IGLTA convention delegates also benefit - with 50% discount on Preferred Partner 2009 status in the GayComfort program (worth at least USD$2,500).

IGLTA Annual Convention - Toronto, Canada

To receive this valuable benefit, IGLTA members simply complete their IGLTA Annual Convention delegate registration, and then contact support@GayComfort.com - to redeem their complimentary membership, and full GayComfort accreditation and marketing benefits package from Out Now.

"IGLTA is the recognized leading industry body in the area of gay and lesbian travel, and Out Now is pleased to work with them to bring better levels of customer service to the travel industry and better gay marketing to the lesbian and gay communities," Johnson says.

Details of GayComfort are available at http://www.GayComfort.com and also at http://www.YouTube.com/GayComfort -- to register for the Toronto convention visit http://www.IGLTA.com/convention. On-site registration is also available.

IGLTA is the world’s leading authority, resource and representative of gay and lesbian travel. Its membership of more than 1,400 is located in 55 countries around the world and consists of accommodations, airlines, tour operators, travel agents, tourism offices and other key players in the tourism industry.

Out Now was established in 1992, and is a recognized leader in the development of gay and lesbian travel and gay consumer marketing around the world. Clients include Lufthansa, German National Tourist Office, South African Tourism, Barclays Bank, Citibank, Toyota and IBM. Out Now is presenting an educational seminar at the IGLTA Annual Convention on ’Cost Effective Marketing’. AdWeek called one of Out Now’s recent gay advertising campaigns "the year’s most talked about tourism ads."

GayComfort is a trademark of Out Now.

The IGLTA annual convention runs from May 7 - 10, 2009 in Toronto, Canada.

For further information contact:

Ian Johnson
CEO, Out Now
Phone: +1-310-878 4878
info(at)outnowconsulting.com
http://www.outnowconsulting.com
http://www.GayMarketNews.com
http://www.GayComfort.com
YouTube.com/GayMarketing
YouTube.com/GayComfort

Tom Nibbio
Manager - Partnerships
Phone: +1.815.621.6464
Fax: +1.312.595.1955
E-mail: Tom@IGLTA.org

###ENDS###
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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.

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

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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.

Vale David Hiscock

One of Sydney's leading and most-loved gay DJs - Mr David Hiscock, died today. His life spanned the growth of Sydney's gay and lesbian community, from underground to mainstream.


Ian Johnson, Out Now
April 25, 2009

David Hiscock, one of Sydney's leading gay DJs has died.

With a career that spanned more than 30 years in music, David was one of the most well known and popular DJs of the Australian gay community.

After arriving in Sydney from Melbourne at the end of the 1970s, he spent years DJing at legendary venue The Newtown Hotel - and since 2004 had been a resident DJ at Sydney's The Midnight Shift.

His life touched many people.

In 2009 his retro-music set at the Sydney Gay and Lesbian Mardi Gras was widely acclaimed by many to be the pick of the event's highlights.

His personal favourite theme song was Gloria Gaynor's "I Will Survive".

David Hiscock died this morning of a heart attack at his home.

His death has shocked many in the Sydney gay and lesbian community for whom dancing to David's track list was a regular and happy occurrence.

A remembrance event will be held at The Midnight Shift in Oxford Street, Sydney at 9pm (AEST) on Saturday 25 April.

It must be true that there are gods that can dance. Now they have the music.

David Hiscock played the soundtrack to people’s lives.

For me it will be never forgetting how he played the 12-inch dance mix of ABBA - 'The Visitors' at the 1988 Mardi Gras.

My first Mardi Gras - and his first as DJ playing at that event. I remember visiting his place just before that MG and him talking excitedly at length about his plans for the music he would play.

I last saw him two years ago at The Midnight Shift - and he played ‘The Visitors’ by ABBA again when he noticed I was on his dance floor. Very David.

Then, when you looked up at the DJ box, he smiled back at you to let you know he remembered the special song you liked. I expect thousands of people could tell a similar story.

That is how he was. A lovely man in a community where we need more like him.

His smile and his clear joy at playing the music - for all of us - is a lesson in a life very well lived.

Vale David - and thank you for the music.

With love,
Ian Johnson.



---------------

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.

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

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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.

IGLCC Annual Congress - A 'Must Attend' Event

The leading global organization focused on corporate diversity and gay and lesbian business issues is the IGLCC - and their annual convention is headed to Copenhagen this Summer. Learn more.


Ian Johnson, Out Now
April 23, 2009

TOPICS: IGLCC. International Gay and Lesbian Chamber of Commerce. OutGames. Copenhagen. Denmark lesbian and gay sports and cultural festival. IGLCC second annual convention. International Business Equality Index IBEI.

Business is increasingly globalized.

That is reflected in the growth of lesbian and gay business and marketing relationships, which are mirror this market trend towards business being done on a global scale.

The peak industry body responsible for focusing global attention on such matters is the very professional International Gay and Lesbian Chamber of Commerce - IGLCC.

We will be talking more about the important work this group does over coming months.

One very important note is that companies around the world are currently registering to take part in the IGLCC International Business Equality Index. To be included in the 2009 index, companies need to register by April 30. Details on how to register are to be found online here.

IGLCC Annual Congress

IGLCC is an organization growing in stature, and growing fast.

Their second annual convention is being held in association with the global sports and cultural event - OutGames - taking place in Copenhagen, Denmark.

The world of business will be focused on gay diversity and business matters like never before from July 27 - 29.

There is a special 20% discount offer in place, but that ends by April 30.

By attending you will benefit from the following:

• A series of workshops on current LGBT business issues delivered by renowned international speakers
• Keynote speeches
• Presentation of the IGLCC awards
• Networking events
• The exciting media unveiling of the first International Business Equality Index results
• And all Outgames cultural and sporting activities for the week of July 25th to August 2nd

To make sure you register - and get to save 20% discount - you need to act now by following the instructions on the IGLCC website (click here for details).

Out Now is among the organizations to present to delegates - on lesbian and gay marketing issues - at the IGLCC Congress this July.

---------------

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.

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

Delivered by FeedBurner

-------------------
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.

Anti-Gay Marketing Does Not Sell

At Out Now we talk about understanding gay consumer marketing concerns a lot. So what about using homophobia to sell a marketing message? Not a very smart idea. Learn why.


Ian Johnson, Out Now
April 23, 2009

TOPICS: Homophobia. Anti-gay marketing messages. Snickers Super Bowl homophobia in marketing. Advertising with gay themes. Buzzfree. Youth marketing. So gay. Using anti-gay marketing messages in advertising is not smart.

Sometimes you find your head is left shaking at someone's misguided attempts at marketing.

In the US state of Texas - a well intentioned cause-related marketing campaign backed by kids retailer Claire's has gone badly wrong.

And the 'cause' to blame? Homophobia.

Buzzfree

There is a campaign called Buzzfree that was set up by a cause related marketer in the US city of Dallas. BuzzfreeProm.com is currently down but we link to it in case it returns soon so you can discover for yourself that the cause being marketed by that site is a very worthy one - keeping US teens sober and away from alcohol and drugs during their school lives.

A particular theme taken up by one of their ads though has caused me to shudder with the ill-informed understanding behind it.

Some might even call it marketing ignorance.

From a King to a Queen - to a real stinker of an ad

The latest advertising imagery selected by the Buzzfree campaign includes the image you see above, suggesting that if young men drink they will end up in jail and that means they will be raped by fellow male inmates.

Rape is detestable. Check.

Jail is not nice. Check.

Being a 'queen' is equally terrible. Right?

Well, that seems to be the general idea expressed by the headline of of this little piece of marketing strategy. Being a queen is so scary as to stop young men drinking.

The use of the word "queen" in the headline alone is enough to flag this effort for using homophobia to sell its message.

The ad copy though takes it even further:

"Tonight, his dance card is going to be full because he chose to drink underage. And instead of celebrating with his class on prom night, he'll be toasting his new best friends."

These days that is not just ill-informed, it is just dumb marketing.

Big marketing mistake

Most young people these days have gay and lesbian friends.

They will often socialize in gay and lesbian venues. At school there are Gay Straight Alliances in many US schools.

If you want to gain credibility amongst kids, using homophobia to do it is not really the smartest way to proceed.

"Homophobic? That's your opinion."

The creator of the campaign stood by her decision to use this marketing approach. Liza Orchard runs a cause marketing company and when interviewed said:

"The poster doesn't foster a fear of being homosexual but a fear of going to jail."

She adds:

"If you find it homophobic, that's your opinion."

Well yes, Ms Orchard, it very much is my opinion.

A quick 'Gay Marketing 101' lesson for all readers.

If you put a universal synonym for "gay" in the headline of your ad as the 'big and scary' element and tell young people to be afraid of becoming a queen if they drink too much, many won't bother reading the body text.

Even if your intention is not to be homophobic, it is really just shabby marketing not to at least think - even better market test this - how all target audiences might perceive an ad that uses homosexuality as a negative element of the advertising.

If you want more?

Learn though that Ms Orchard is not alone.

Advertising giant Omnicom got it very badly wrong for the Mars brand Snickers in its 2007 Superbowl advertising.

And discover that you need to be very careful if you want to use gay themes in mainstream advertising successfully.

It helps of course if you are using a previously negative youth term such as "So Gay" in a positive way.

But that's another story.

For now, as of last night, the Buzzfree campaign has been pulled.

Stopping kids drinking is a smart idea. Linking being gay to jail and rape to do so? Very not a smart idea.

---------------

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.

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

Delivered by FeedBurner

-------------------
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.

Gay Market - Digital Technology

Gays and lesbians have a long history of being early adopters of new technologies. But the marketing and advertising of technology companies has failed to keep up.


Ian Johnson, Out Now
April 20, 2009


TOPICS: Technology and lesbian and gay market. Gay marketing and digital media. New UK gay market research. Gays and lesbians early adopters of new technologies.

Gays and lesbians are voracious consumers of the latest high tech gadgets, but the makers of the products seem willfully ignorant of a multi-billion value market opportunity sitting out there.

At Out Now we have almost two decades of leading-edge gay market research upon which to draw when we advise clients.

We have seen gays and lesbians behave as classic 'early adopters' in the market place with products from VCRs to analog mobile phones to laptops to DVD players to DVD recorders to digital phones to high speed broadband.

Gay and lesbian people have a strong need for the sense of community that enhancements in technology can bring.

Yet the makers of such technology rarely seem to understand the need for targeted marketing insight in designing advertising and marketing strategies specifically for the gay and lesbian market.


The notion that 'one size fits all' ought to be consigned to the dustbin of 1980s marketing, but in one of the 'leading-edge' consumer marketing industries - high tech - the marketing and advertising strategies being employed still exhibits a decidedly retro flavor.

This topic is touched upon in the current issue of New Media Age - an online specialist UK media source.

The NMA gay technology and media article makes several valid points.

Under the heading, Brands failing to seize online opportunities to target the gay market they make the valid point:

Gay men are more prolific users of the internet than the average UK consumer, providing an opportunity for online advertisers looking to cash in on affluent demographics, according to new research.

The article continues:

Despite gay people's heavier use of mobile technology than the average UK consumer, Ian Johnson, CEO and founder of gay marketing agency Out Now Consulting, said mobile phone companies were among the worst brands at targeting the demographic.

"A lot needs to be understood by brands about targeting gay people online," he said. "Very often brands such as mobile phone providers will just use mainstream campaigns on gay media sites, but the demographic is digitally aware and knows how it wants companies to market to it."

If you would like to learn more about this topic, please do get in touch with Out Now.

---------------

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.

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

Delivered by FeedBurner

-------------------
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.

US Gay Marriage Gets Closer

There will come a time in our lifetime when the idea of two men or two women being married will be wholly unremarkable. That time is drawing nearer.


Ian Johnson, Out Now
April 15, 2009

TOPICS: Lesbian and gay marriage marketing. LGBT marriage market. US gay market. New York. Lesbian and gay marriage market opportunity is real and growing.

People are often afraid of change.

At Out Now an important part of our job is to understand change in the market and help our clients manage it by our designing and implementing effective gay marketing strategies.

Nowhere is change more visible at the moment than as encompassed by the fast moving issue of US gay marriage and civil partnerships.

This is a new gay market that will be worth many hundreds of millions of dollars in years to come. Out Now is at the forefront of research into the large market potential that gay marriage and civil partnerships represents for the US consumer market, and the corporations that market relevant goods and services.

If you would like to learn more about this, please do get in touch.

New York, Gay New York

We recently wrote about New York tourist authorities marketing their city as a gay tourism market destination.

Today the New York State Governor became the highest ranking elected US official to officially call for equal gay marriage rights for lesbians and gay men.

Governor David Paterson acknowledges the fate of his sponsored law could rest in the decisions made by a handful of elected Republicans, but he thinks that now is the right time for US gay marriage laws to be established.

"The timing was always right," Paterson said. "It's just who is willing to take that step. And I am."

Other US States Lining Up

Gay marriage is on a roll in the US - with newly minted laws passed last week in Vermont, which becomes the first US State where gay marriage has been officially voted on - and approved - by elected government.

In Iowa, and in Connecticut, anti-gay marriage laws were recently struck down by the courts, meaning that legally gays and lesbians can now marry in that State - as has been the case for several years in Massachussetts.

Many now believe that the gay marriage tide is turning away from anti-gay conservatives in favor of those who espouse equal marriage rights for all Americans. US same-sex marriages will become increasingly common in the years ahead.

So too will gay marriages. Gay weddings. Gay honeymoons. Even gay divorces.

"Big Business? - Meet Equality."

This is a new multi-billion dollar gay market opportunity forming right before our eyes.

Quite apart from the marketing opportunities though, as we constantly keep reminding readers of Gay Market News. It has always been all about love.

If my partner of 16 years and I were so minded we should be able to get married.

Millions of Americans ought to enjoy the same right.

It is all about justice and equality.

In fact its not even really about 'gay marriage'. It is about marriage. Equally. For all. Period.

And it is about time too.
---------------

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.

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

Delivered by FeedBurner

-------------------
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.

New York, Gay New York

In 1969, a handful of dedicated gay, lesbian, bisexual and transgendered people stood up for gay rights. This Summer New York celebrates the fortieth anniversary of Stonewall. And the world could not be more different.


Ian Johnson, Out Now
April 13, 2009

TOPICS: Gay and lesbian rights. Lesbian and gay equality. Stonewall. New York. Christopher Street. NYC and Company. Lesbian and gay tourism. Fortieth anniversary of Stonewall riots commemorated in new NYC gay and lesbian targeted travel marketing campaign.

Lesbian and gay equality is still being fought for.

Across America and around the world, gay and lesbian people continue to strive for equal treatment at work, legal equality and social respect.

In some places - such as Saudi Arabia and Iran - gays and lesbians can find their sexuality met with death. Just for being true to their own human natures.

So do not think for a second that the global gay rights struggle is over.

In the US market a current battle rages over the right for gays and lesbians to marry. That win seems a long way off still.

Nonetheless, there are moments to reflect on the progress made by gay and lesbian communities around the world.

This Summer, in New York City, a new advertising and tourism marketing campaign is going to celebrate the fortieth anniversary of an event that is often seen as the start of the modern gay rights movement.

Stonewall Riots

On a hot summer's night, almost 40 years ago, gays and lesbians were sharing a drink in a bar called the Stonewall Inn on Christopher Street, Greenwich Village, New York City.

Judy Garland - a long time hero of many gay people, had just died that week.

The mood amongst the NYC gay community at that moment was reflective and sombre.

Into this cauldron stepped the New York City police department, doing what was - at that time - purely a matter of routine. Rough up some gays and close down a gay bar. Protection money was often sought - and paid, but not this night.

On June 28, 1969 - the patrons at the Stonewall were in no mood for such treatment, and they stood and said 'no'.

More than that, they fought back.

In a riot that spanned three consecutive nights, the city's gays and lesbians said "Enough!" - in a moment that has echoed down the years ever since.

The Rainbow Pilgrimage

Whereas in 1969, city authorities were anti-gay, now in 2009 - the City's tourism authority - NYC and Co - has designed a campaign to celebrate New York City and its gay history.

Launched this week, The Rainbow Pilgrimage campaign is a testament to how far the city - and its sizeable gay and lesbian population - has progressed since 1969.

“I don’t think it’s ironic, I think it’s significant,” said Christine C. Quinn, the City Council speaker, who is openly gay, at a news conference announcing the campaign. “You know, 40 years ago a group of people said enough was enough. And they struck back against police officers. They struck back against unfair treatment (and) created the modern LGBT civil rights movement.”

You can read more here.

Judy Garland would no doubt be amazed.

----------------------

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

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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.

Chicago Tribune - Gay Market Still Travels

Lesbian and gay customers are seen as a strong market opportunity in the economic downturn. The Chicago Tribune has an interesting take on this.


Ian Johnson, Out Now
April 6, 2009

TOPICS: Lesbian and gay travel marketing. LGBT marketing. Chicago. Gay and lesbian travel in the USA. Chicago tribune. Gay tourism. DINKs. Lesbian and gay disposable income.

Why is it that gays and lesbians are so often touted as being a marketer's dream market?

At Out Now we put this down to one or two key factors.

Education

Research samples in various countries around the world seem to regularly and fairly consistently show above average levels of education in lesbian and gay market research samples.

There are often arguments that this is caused by sampling bias. However, sampling where gays and lesbians are drawn from a random population sample (not perfect though - as many gays and lesbians may choose not to self-identify to market researchers) - also shows strong average education levels.

We believe that many gays and lesbians are coming to terms with their sexuality at a time when they are not finding peer acceptance - at school.

The result, for many of the gay people Out Now talks with? The gay student 'hits the books' as a means of gaining acceptance from parents and teachers instead.




DINKs

Lesbians and gay men are increasingly becoming parents. More children are growing up in gay households than ever before.

Yet most gays and lesbians remain firmly embedded at the heart of the DINKs market - "double income, no kids" households.

Children are a very expensive - and a very important - investment.

When households do not have children, then disposable income can be higher.

Gay travel goes on despite the economic gloom

The Chicago Tribune article today is interesting as it discusses the DINKs effect on gay travel habits.

Industry players recognize that for the gay and lesbian travel market, going on vacation is something more akin to a need perhaps rather than a mere 'want'.

In any case - those gay travel specialist businesses selling travel to gays and lesbians say that demand continues to be strong, when it has fallen in most other parts of the mainstream travel and tourism markets.

Here is an extract of today's Chicago Tribune article:

Gay travel: Tourism industry targets those less willing to give up vacations
Chicago, others step up marketing efforts to get share of 'pink money'

As Americans rejigger their budgets to abide the nation's economic gloom, travel plans are being routinely cast aside, leading to plummeting airline traffic and a tourism downturn around the globe.

But at least one demographic has refused to relinquish its passion for travel. Chicagoan Tim Engdahl is part of that group: gay, gainfully employed, with no kids and a lifelong wanderlust.

"I might cut back on other things throughout the year," said Engdahl, a 46-year-old nurse who took a Caribbean cruise in February and plans another later this year. "But I have to see what's worth it to me in life, and traveling is worth it."

Travel agents and industry organizations across the country say the gay and lesbian community has proven far less willing than straight travelers to sacrifice vacations. Hotel chains, destination cities and airlines hit hard by the flailing economy are now digging in and chasing what's known as "pink money."

Disposable income certainly plays a role in this. While more gay and lesbian couples are adopting children, a majority of families still fit under the designation of DINK—double income, no kids.

Chicago upped its reputation as a gay-friendly city in 2006 by hosting the Gay Games, and Mark Theis, executive vice president of the Chicago Convention and Tourism Bureau, said the city is more aggressively courting gay and lesbian visitors.

"Chicago, frankly, is just now catching up to other cities who have been aggressively wooing the pink dollar," he said. "We want people to know how gay-friendly we are and the wealth of attractive assets we have."

---------------

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.

If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.

Like this? Subscribe to Gay Market News. It's free. Enter your email address:

Delivered by FeedBurner

-------------------
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.