Delta Flies Higher

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

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: 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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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.


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.

The I in IGLTA

The International Gay and Lesbian Travel Association (IGLTA) brings its Annual Convention to Antwerp in Belgium this month, and new developments continue to strengthen the 'I' in IGLTA.



Ian Johnson, Out Now
June 7, 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: IGLTA. Out Now, LGBT travel and gay tourism marketing. Ian Johnson. Darren Cooper. Antwerp, Belgium. IGLTA Annual Convention comes to Antwerp, Belgium in June 2010.

It is great to watch an organization grow and improve as it goes.

That is the way I feel about IGLTA - the International Gay and Lesbian Travel Association.

From humble beginnings back in 1983, the group has grown from 25 largely US-based travel agents to an international body, with more than 1,500 members in over 60 countries.

The IGLTA is the world's leading travel trade association committed to growing and enhancing its members' gay and lesbian tourism business through education, promotion and networking. LGBT travellers can search, contact and utilize IGLTA members around the world for all their travel needs.

Antwerp 2010

I have three ‘must attend’ tourism conferences in my diary each year. The IGLTA Annual Convention is the only LGBT-organized symposium in that list. Nothing else even remotely comes close in the area of LGBT travel marketing when it comes to networking, business and educational opportunities.

I am pleased to be presenting an educational session at the conference - providing delegates with an overview of the new Out Now Global 2010 LGBT Market Study - the world's largest ever LGBT market research project - and revealing a sneak peak at the initial Europe LGBT tourism findings being revealed by this landmark gay market research project.

As Out Now has grown to become a global specialist LGBT marketing agency with local consultants in key LGBT tourism markets all around the world, IGLTA’s convention has only continued to grow in relevance and importance to our global business.

We schedule client meetings, sign new accounts and meet new business leads – all thanks to IGLTA and their highly effective annual convention. We are looking forward to attending Antwerp this year a great deal.

Get out the vote

In line with the international nature of the IGLTA, this year's Antwerp convention sees a record number of non-US based nominees standing for the IGLTA Board of Directors.

This is the sign of a healthy organization and it is great to see such a multitude of talent standing for the four Board positions up for election in 2010.

I must confess a slight personal bias here.

Out Now's Senior UK Consultant - Darren Cooper - is standing for election to the IGLTA Board this year.

If IGLTA members are minded to elect Darren Cooper to that role they will be fortunate indeed - and will discover, as I have, that he is one of the most skilled LGBT tourism professionals in the world.

No matter who wins election to the Board - the candidates, from all over the world, are all strong - the IGLTA conference in Antwerp looks like being a show to remember.

The IGLTA Annual Convention takes place at the Radisson Blu Astrid Hotel, Antwerp, Belgium, from June 23-June 27, 2010.
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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.


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.

McDonald's Gay Advertising in French Market

McDonald's steps up with a new mainstream advertising campaign for the French market showing a gay teenage boy as an included part of its brand vision.



Ian Johnson, Out Now
June 3, 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: McDonald's. Mainstream advertising. France. French gay marketing. LGBT market in Europe. Diversity and Inclusion. McDonald's launches a new inclusion ad campaign in the French market which features a gay French teenager and his Dad eating at McDonald's.

Progress happens in the most unexpected of places sometimes.

McDonald's is a major corporation that relies for its profits on being distinctly mass market.

The brand has in recent years sought to redefine itself as being more adult-targeted, and more environmentally aware, than were traditionally the perceptions of the brand in the market in the past.

Now, we can add 'Diversity and Inclusion' champions to the various descriptions one can make of the McDonald's brand.

The company's latest TV campaign in France's fast-food market shows a French teenager and his Dad eating there.

The twist in the advertisement's tail is that the boy is not who his Dad thinks he is.

Here is the new McDonald's gay themed ad:




At Gay Market News we perceive a bigger picture thought: McDonald's is in the business of growing its business, and the decision to run this ad is one that would have been made at the highest levels of their corporation.

It is encouraging - to say the least - that the principles of diversity and inclusion are clearly seen by this maven of consumerism to be commodities with which to sell to the mainstream market.

Their decision is a business one that is meant to increase total sales, and visibility and acceptance of 'us' gets to be part of the mainstream picture in the process.

There have been many people today talking about how they did not usually think much of McDonald's - but the brand's decision to take a public position on support for LGBT people has won the support of customers that traditionally would have given the brand's outlets a wide berth.

My partner hates McDonald's with a passion - but even he told me today how much he respects the brand for doing this.

Full marks to McDonald's for taking a leading stance on the importance of true acceptance of diversity and inclusion.

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

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.


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.