Largest GLBT Study Gets Even Bigger - US and Canada Included

The world's largest LGBT market research study just got even bigger.
16 countries: 1.1 Billion people. 52 Million gays and lesbians.



Ian Johnson, Out Now
March 31, 2010

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

Topics: Out Now. 2010 Out Now Global LGBT Market Study. Gay Ad Networks. Mark Elderkin. Out Now and Gay Ad Networks announce the expansion of the world's largest LGBT market study into Canada and the US.

Out Now and Gay Ad Network Bring The World's Largest Gay and Lesbian Market Research Study to the USA and Canada.

New York, NY, USA /Out Now/ Gay Ad Network -- March 31, 2010 -- It was announced today that the '2010 Out Now Global LGBT Market Study', the world's largest market research study into the lives of lesbian, gay, bisexual and transgender (LGBT) consumers, is expanding to include both the USA and Canadian markets. Gay Ad Network has been selected as the exclusive partner to bring the market study to the US and Canadian markets.

The '2010 Out Now Global LGBT Market Study' also covers fourteen other countries in Europe and Latin America - including key markets such as Argentina, Brazil, France, Germany, Mexico and the UK. With the addition of the USA and Canada, the research will now be sampling across a population with 1.1 billion people, including an estimated 52 million LGBT consumers.

"We are pleased to be the exclusive partner for Out Now's 2010 GLBT Market Study in the USA and Canadian markets," said Mark Elderkin, Founder and CEO of Gay Ad Network. "Global corporations will soon be able to evaluate their gay market opportunities on a global scale."

Ian Johnson, Founder and CEO of Out Now said he is delighted to partner with Gay Ad Network to bring the research study to the USA and Canada. "We were often being asked why the study did not include North America," Johnson says. "As a result of our partnership with Gay Ad Network, we will have access to over 6 million gay and lesbian consumers across 250 online media properties. Out Now is pleased to bring our new LGBT market research to these 16 countries where 1.1 billion people live - 52 million of them being LGBT people."

In Latin America, Out Now is partnering with GNetwork360 - the leading LGBT business networking organization in that region. The project is being well supported by many companies and organizations including Berlin Tourism Marketing, Delta Air Lines, Key West, Vienna and Helsinki Tourism CVBs and the German National Tourist Office.

"This study will reveal a wealth of important information about LGBT people - and their lives - across more countries around the world than any study ever has before," Johnson added.

Out Now will release the USA and Canadian - as well as other countries - reports from the research later this year.

ABOUT OUT NOW:
Out Now Global is a leading lesbian and gay marketing specialist agency, founded in 1992. Clients include leading brands such as Barclays, Citibank, IBM, Toyota, Volvo, Time Inc. Magazines, VisitSweden and German National Tourist Office. Services include research, strategy, communications and training.

ABOUT GAY AD NETWORK:
Gay Ad Network is the category leading gay media network, reaching over six million unique users per month. The company provides online advertising services to national brands and local businesses targeting the gay market.

Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community development since 1992 -- when the company was first established in Australia.

The agency has grown to now include specialist LGBT consultants working in markets across the world.

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If you want to get your LGBT marketing and gay travel market research knowledge policies up to speed to include the latest Out Now Global LGBT market research, or learn more about social media and other leading-edge gay marketing strategies, get in touch with the recognized 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.

Key West Joins LGBT Research Study

The world's largest LGBT market research study is continuing to grow. The first US destination sponsor has just been announced.



Ian Johnson, Out Now
March 29, 2010

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

Topics: Out Now. GNetwork360. LGBT market research. Gay and lesbian tourism and gay travel marketing. GLBT market research study. Key West and The Florida Keys. First US destination joins the Out Now Global Gnetwork360 market research study .

Major US destination partners in largest ever LGBT market research study.

NEW YORK, USA /OUT NOW/ -- One of the world’s premier gay and lesbian resorts, The Florida Keys & Key West has become the first North American destination to partner with Out Now Consulting in their ground-breaking LGBT research study.

The largest-ever gay market research study of lesbian, gay, bisexual and transgender (LGBT) people will take place in 14 countries in Latin America and Europe providing much needed data for such forward thinking destinations wishing to capitalize on the potentially lucrative ‘Pink Market’.

The announcement of The Florida Keys & Key West as a partner has been warmly welcomed by Out Now Consulting.

“Many will already associate the Florida Keys and Key West as being the quintessential gay and lesbian holiday destination. This solid reputation has been achieved through years of hard work in positioning their location as a friendly and welcoming destination for gay, lesbian, bisexual and transgender holiday makers”, said Out Now’s UK Consultant, Darren Cooper.

“Key West have only maintained their reputation as a premier global holiday destination for the LGBT community through refining their offering for this key market segment. Their participation in this ground-breaking study reinforces The Florida Keys & Key West’s commitment to providing the best value and experiences for their LGBT customers. Out Now’s report will deliver a detailed insight, country-by-country, showing Key West and our other partners their best strategic positioning in the gay and lesbian market - based on respondents’ consumer preferences”.

The ’2010 Out Now Global LGBT Market Study’ will cover 14 countries across Latin America and Europe - including Argentina, Brazil, Chile, Ecuador, Mexico, Peru, Uruguay, France, Germany, Israel, Italy, Spain, Sweden and the United Kingdom – an area that is home to some 35 million LGBT people.

The sheer scope and size of this study was one of the deciding factors for the participation of The Florida Keys & Key West.

“We were extremely excited to hear about this landmark gay market tourism study encompassing so many, as yet un-surveyed countries”, said Jessica Bennett, Director of Market Research for the Monroe County Tourist Development Council which represents the Florida Keys & Key West.

“As a destination we constantly strive to understand and deliver what our customers are looking for from their vacation experience. To do this we need to hear exactly what LGBT consumers are looking for and position ourselves accordingly. The results of this gay market study will help us not only to position our brand more effectively, but also to refine our marketing to focus on the key areas that will deliver the best results for us, and the tourists who visit the Florida Keys in the long term".

Study sponsors include a number of travel and tourism companies, and organizations.

For the European arm: German National Tourist Office, Berlin Tourism Marketing, and the city of Helsinki, Finland.

Delta Air Lines is one of the sponsors of the study’s Latin American sample, which Out Now Global is undertaking in collaboration with Latin American LGBT networking organization GNetwork360.

Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community development since 1992 -- when the company was first established in Australia.

The agency has grown to now include specialist LGBT consultants working in markets across the world.

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If you want to get your LGBT marketing and gay travel market research knowledge policies up to speed to include the latest Out Now Global LGBT market research, or learn more about social media and other leading-edge gay marketing strategies, get in touch with the recognized 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.

LGBT Travel Marketing - Out Now

It was announced this week at the travel industry event ITB in Berlin that the world's largest ever LGBT marketing travel research study is launching, with the results to be presented by Out Now at London WTM this November.



Ian Johnson, Out Now
March 9, 2010

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

Topics: ITB, WTM, Lesbian and gay travel marketing, LGBT tourism marketing, travel marketing, Gay market research, Out Now announces world's largest LGBT marketing travel market research this week in Berlin at ITB. results to be released in London by Out Now at WTM.

This week the world of travel and tourism descends upon Berlin, for their annual ITB travel trade show.

I am visiting the show and look forward to meeting many friends and colleagues from all over the world to discuss the latest developments in LGBT marketing.

The premier lesbian and gay tourism industry body IGLTA will also be there with a rather stunning new rainbow column display - I will blog from there if time permits later this week.

In the meantime, Out Now released details today of the largest ever LGBT marketing travel market research.

Largest Ever Gay Travel Marketing Survey Launches - LGBT Research To Be Released at WTM

Berlin ITB, Germany. (OUTNOW) March 9, 2010 - Out Now announced today the launch of the largest ever gay travel marketing tourism research study of the LGBT market. Results will be released by Out Now at WTM London's World Travel Market this November.

The '2010 Out Now Global LGBT Market Study' researches tourism habits of lesbian, gay, bisexual and transgender (LGBT) people living in 14 countries across Latin America and Europe - the first time a gay travel marketing study has been conducted across so many countries at one time. The region is home to more than 35 million lesbian and gay people.

Countries researched: France, Germany, Israel, Italy, Spain, Sweden; Argentina, Brazil, Chile, Ecuador, Mexico, Peru, Uruguay.

Travel market data including preferred destinations, annual tourism spending, lifestyle leisure preferences, air travel frequency, incomes, expenditures and gay honeymoons will all be researched.

Research sponsors include Delta Air Lines and Berlin Tourism Marketing (BTM).

Sales Director of BTM, Ralf Ostendorf said: "Berlin Tourism Marketing and Out Now have worked very successfully for over five years to enhance our product's unique advantages in the LGBT market, so sponsoring this new Out Now LGBT marketing study makes a lot of strategic sense for Berlin".

"WTM is the logical place to release the findings of Out Now's new LGBT marketing research study," said Fiona Jeffery, Chairman of WTM. "Out Now and WTM share a history of five years of leading the industry in the understanding and development of lesbian and gay tourism market strategies. Those delegates attending our event in November will gain access to the latest and most comprehensive market insight into LGBT marketing in the world."

In Latin America, the study is being undertaken in partnership with LGBT business networking leaders, GNETWORK360.

Out Now, established in Australia in 1992, now has LGBT marketing consultants in markets across the world.

Out Now's CEO, Ian Johnson, said his company's new research into the LGBT market is breaking new ground in the understanding of lesbian and gay travel.

"We are seeing a lot of interest in this study due to its groundbreaking nature - and its emphasis on understanding the travel and tourism habits of LGBT people living and traveling all across this vast region," Johnson said. "We are pleased to bring a previously unattainable level of market insight into the varied and diverse consumer needs of one of the world's most important travel and tourism market segments. Most importantly, increasing acceptance and understanding of lesbian and gay people - through tourism - is of great and lasting benefit to all."

 
In Latin America, the study is being sponsored by Delta Air Lines and partners with the region's leading LGBT business networking organisation, GNETWORK360.

According to GNETWORK360 Director, Mr Gustavo Noguera, the new research has generated a lot of interest from companies and other organisations all across Latin America wanting to learn more to better understand gay and lesbian consumers.

"There has been past gay market research done in other places like the USA," Mr Noguera said. "But never before in Latin America - and GNETWORK360 is really pleased that with Out Now we can be part of this largest ever LGBT marketing study. We will all learn so much about the lives of LGBT people living all across Latin America."

Out Now is relied upon by the travel industry's leading brands to understand and reach the gay and lesbian tourism market. Clients include Lufthansa, KLM, Qantas Airways, Hilton Hotels, German National Tourist Office, VisitSweden, Austrian National Tourist Office, Vienna Tourist Board, Helsinki City Tourist & Convention Bureau, Tel Aviv Tourist Association, South Africa Tourism, Air Canada Vacations and TUI.

The entire project is called the '2010 Out Now Global LGBT Market Study', comprised of 7 countries across Europe, and 7 in Latin America - where the research is called 'Out Now + GNETWORK360 Estudio de Mercado LGBT 2010'.  

Results will be released at the Out Now 'LGBT Marketing Masterclass' at London World Travel Market in November 2010.

Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community marketing development since 1992 - when the company was first established in Australia.

ABOUT OUT NOW

Out Now Global is a leading lesbian and gay marketing specialist agency, founded in 1992. Clients include leading brands such as Barclays, Citibank, IBM, Toyota, Volvo, Time Inc. Magazines, VisitSweden, Tel Aviv Tourist Association and German National Tourist Office. Services include research, strategy, communications and training.

ABOUT GNETWORK360

GNETWORK360 are Latin America's LGBT business and networking leaders, and publishers of GMAPS360, as well as presenters of Argentina’s annual GLBT Entrepreneurs Forum. Clients include Delta Air Lines, Hertz, Prudential, Sofitel and Argentina Tourist Office.

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If you want to get your LGBT marketing and gay travel market research knowledge policies up to speed to include the latest Out Now Global LGBT market research, or learn more about social media and other leading-edge gay marketing strategies, get in touch with the recognized market leaders Out Now.

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

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.

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.

Coming Out As Gay At Work

Does coming out as gay at work hurt your career? How does the corporate world view lesbian and gay workers? Do 'Inclusion and Diversity' LGBT workplace policies really filter down to the shop-floor? Discover the answers.



Ian Johnson, Out Now
March 4, 2010

Topics: Gay and lesbian workers. Inclusion and Diversity. I & D policies. Equality and Diversity E & D policies. Homophobia at work. Lesbian and gay market research. Out Now lesbian and gay market research media coverage. Wall Street Journal article about Out Now's LGBT market research work in the area of Inclusion and Diversity policies.

Most of the people Out Now surveys in our LGBT market research program are employed workers.

For these people, the decision whether it is safe to 'come out' as being openly gay at work is often a fraught one.

'Will I get that promotion if my boss knows I'm a lesbian?' 'Will my co-workers treat me with the same respect if they learn I am a trans person?'

'Might I suffer discrimination - or even harassment - at work, if my colleagues discover I'm a gay man?'

These kinds of questions are ones that many lesbians and gay men struggle with on an ongoing basis. They have also been the subject of two recent mainstream news media articles covering Out Now's leading-edge market research work in this important area.

This article in Personnel Today makes some very interesting points. We will re-visit that article in a later discussion here on GayMarketNews.com.

The Wall Street Journal also reported recently on the topic. Their article included these remarks:

Craig Jones, head of diversity at Barclays Wealth: "The City has changed markedly for gay and lesbian employees. The message that firms need to match the diversity of their client base is finally hitting home, and in the majority of financial institutions, sexual orientation is no longer addressed solely through internal networking groups, rather it is ingrained in their strategies, processes and cultures."

In fact, companies now compete against each other to see who is more open about gay people. Every year, Stonewall publishes its Workplace Equality Index of the best 100 companies to work for...

Some are critical of such surveys, however. Ian Johnson, founder and chief executive of Out Now Consulting says the people completing the annual workplace index entry forms are "almost always" the people working in equality and diversity. "The whole exercise has a bad risk of becoming a corporate beauty pageant," he says.

"What is needed now is less worry about scoring favorable corporate PR in mainstream media by way of a high equality index ranking, but rather much more grassroots liaison work," Mr. Johnson, who is gay, adds.

And there is plenty of evidence to prove that discrimination in the workplace still exists. More than five in 10 respondents to a recent survey led by Out Now Consulting said they felt as though being openly gay in the workplace could negatively affect their prospects of promotion.

Many of those surveyed revealed their unease at the present homophobia in the workplace, according to Out Now Consulting. Workers also spoke of the negative impact of homophobic jokes in many workplaces.

"The opinions of corporate Equality and Diversity officers can be radically different from the actual day-to-day experiences of their workers, many of whom waste a lot of energy at work concealing their true selves," Mr. Johnson says.

"LGBT people often shut up rather than lodge formal complaints - fearing that such treatment might worsen if they 'officially' come out by complaining about what is actually occurring. That has a corrosive effect both on team efficacy and on the affected individual's morale," Mr. Johnson adds.

Out Now has a specialised LGBT market research program that has for almost two decades taken note of the latest developments in the areas of gay consumer marketing and workplace diversity. Research on Inclusion and Diversity policies forms as integral part of this research.
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If you want to get your LGBT marketing and Inclusion and Diversity policies up to speed to include the latest Out Now E&D research, and learn more about social media and other leading-edge gay marketing strategies, get in touch with market leaders Out Now.

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

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.

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.