Get Even More Visitors To Your Blog, Upgrade To A Business Listing >>

2016 Helsinki LGBT Market Campaigns

Tom of Finland article by Out Now on Village.LGBT consumer site


Agenda.LGBT Travel Market Report
July 26, 2016

Ian Johnson
CEO, Out Now



New LGBT market campaigns created by Out Now to promote travel to Helsinki have been released in 2016 by the official tourist board, Visit Helsinki.

Helsinki is a place that has worked effectively to gain awareness and further its share of the LGBT travel market by employing a consistent, strategic approach and tailoring its tactics to match the needs of the specific countries in which it ran campaigns.

Part 1 of the Agenda.LGBT Helsinki LGBT travel market report highlights some specifics about key ways the official tourism bureau CVB - VisitHelsinki - worked to successfully push their destination ahead in the Nordic region.

In this, the second part of Agenda.LGBT's report, we showcase some of the 2016 approaches Visit Helsinki has employed to continue their market success.


An abundance of relevant 2016 Helsinki events 

Out Now targeted EuroGames e-blasts
It is always a consideration for destinations as to how much they should rely on LGBT events in developing a travel marketing campaign.

The answer as Out Now sees it is, usually, 'it depends'.

Effectively LGBT events provide a great targeted spotlight onto a destination, especially the 'roaming' international LGBT events like EuroPride, WorldPride, Gay Games and EuroGames.

These events attract a range of different kinds of people, many of whom would not otherwise have been as likely to visit the host destination.

There is though another factor to consider that can apply to events - namely, that not everyone is necessarily interested in one specific event.

In 2016 that became a 'pleasant' problem for Helsinki - as the destination involved all the usual annual Helsinki tourism event highlights as well as two stand-out global draws: the largest-ever retrospective of the gay male oriented art of hometown boy 'Tom of Finland' as well as the annual sporting festival EuroGames.

With its existing general events, as well as these two 'big ticket' LGBT-targeted events plus the overall appeal of a great destination, Helsinki was ideally positioned for this Out Now created LGBT-targeted 2016 travel marketing campaign.


Tom of Finland - local boy, made good

Gay men - and others - the world over have, for decades now, been struck by the intensity of the art of one Touko Valio Laaksonen. A name less well-known than this famous artist’s ‘working name’: Tom of Finland.

From the 1940s until the 1980s, Tom created groundbreaking, powerful same-sex male images.

From May to August 2016, the most comprehensive Tom of Finland exhibition to date covered six decades of the extraordinary life of this man – one of Finland’s most famous sons.


Visit Helsinki - official events page, screenshot July 25, 2016

Out Now created a range of promotional elements to reach gay men in key markets including Germany, Netherlands and the UK. The campaign enjoyed high levels of reach and cut-through as measured by consumer engagement metrics.

The 2016 Helsinki campaign concludes on August 7.


Local partnering - Klaus K


Boutique Helsinki hotel Klaus K is an OutNow.TravelCertified LGBT-welcoming hotel.

The hotel took part in a Tom of Finland and EuroGames prize giveaway promotion in 2016 working with Out Now and VisitHelsinki. They also completed a Learn.LGBT management training workshop and their customer-facing team took part in Learn.LGBT online training.

Klaus K also provided a special Tom of Finland accommodation package to visitors to the city up to August 7th.



EuroGames

Out Now created a multi-faceted approach to drive awareness and sales to the 2016 Helsinki LGBT tourism market campaign.

For example, we created targeted e-blast lists of target consumers interested in Helsinki, Finland and team sports to send tailored communications about the EuroGames event in June and July 2016.

These emails were well-targeted and enjoyed high levels of opens, clicks and engagements as a result.

Out Now also included prize incentivisation working with VisitHelsinki and Klaus K to promote the EuroGames event to an audience keen to take part in an event like EuroGames and highly motivated to visit Finland and Helsinki.

Campaigns were delivered in German and in English to UK, Netherlands and German markets.


Out Now e-blasting for Visit Helsinki, in German



 © 2016 Out Now. All rights reserved. Out Now® is a registered trademark of Out Now, a company registered in the Netherlands. "Out Now", "OutNow" and all related words, marks and logos are trademarks of Out Now, Netherlands.  







This post first appeared on Gay Market News., please read the originial post: here

Share the post

2016 Helsinki LGBT Market Campaigns

×

Subscribe to Gay Market News.

Get updates delivered right to your inbox!

Thank you for your subscription

×