Delta Air Lines takes a new step in the gay market that is subtle, but very powerful. And effective.
Ian Johnson, Out Now
June 29, 2010
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Topics: Delta Air Lines. LGBT market. Gay tourism. GLBT travel market. Tourism marketing. Gay and lesbian travel. Aviation industry targets gay market. Pride month in USA.
Progress happens all around us and usually in small steps.
This month though, leading global airline company - Delta Air Lines - has taken a fresh and inclusionary step to extend their ongoing gay marketing initiatives.
Those of us flying Delta this month will discover that nestled amongst the radio channels of inflight entertainment, is their Pride music channel - offering a selection of music and highlighting the importance of this month to gays and lesbians around the world.
It is worth noting this as ten years ago, or even five, this would not have happened.Now Delta has a gay and lesbian travel microsite as well as in-house staff association.
The fact that a brand like Delta is able to tell the world that GLBT people are regular Delta customers - like all others - is a major innovation.
It is an inclusionary step that is at once powerful - and highly effective as a message to their lesbian and gay travelers. It shows all Delta passengers that gay and lesbian people are worthy of respect as valued Delta customers.
To top it off - the airline notes they are pleased to sponsor various Pride events across the USA.
Here's what the airline had to say when we interviewed them this week, and this is along the lines of what passengers in all Delta flights are reading in their June inflight programs:
World-renowned DJ Manny Lehman, a top-circuit party-headlining DJ, has produced Billboard charging remixes from Madonna, Janet Jackson, Cher and many more. Lehman also executive-produced the megahit and dance-floor anthem "Finally" from CeCe Peniston. Here he spins his latest remixes of sure-to-be-enjoyed hits at Pride celebrations across the country. Delta is proud to be an official sponsor of Pride celebrations in Atlanta, New York City and the Twin Cities of Minneapolis and St. Paul. Enjoy this exclusive DJ Mix, found only on the Delta Pride channel.
Great job Delta.
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