| New US campaign by Out Now for VisitBritain launches. |
The Value of Equality
With impeccable timing, the first LGBT market campaign in four years by VisitBritain launches today - with extensive marketing and communications throughout the US market.
Entitled ‘Love is GREAT’, the new British tourism campaign addresses gay and lesbian travelers using a range of media partners - including Passport, Instinct, Curve magazines, Out There, Advocate.com, Huffington Post, LGBTQ Nation, GayTravel.com - and more.
It is part of VisitBritain's ongoing 'GREAT' branding. Print, digital and social are all important elements in the new US campaign which has been put together by Out Now Global as creative agency.
Love is GREAT
Centered on the ongoing successful ‘GREAT’ branding strategy for tourism advertising by VisitBritain, the new campaign focuses on what for many people is the most important aspect of equality now taking shape in LGBT markets all around the world.
As more and more countries introduce equal laws to cover LGBT people, the brand adaptation ‘Love is GREAT’ chimes perfectly with current aspirations of gay and lesbian people globally - and intelligently positions VisitBritain’s product to meet the needs of the US gay tourism market.
Equality Has a Market Value
New research from the largest global LGBT market research initiative - Out Now’s LGBT2020 study - shows that for two out of every three (67%) US LGBT consumers, the provision of equal rights for LGBT citizens is now a significant factor in their decision of where to travel for vacation.
In market terms, this means that equality for all has the ability to provide a destination with a competitive edge with more than 10 million US consumers.
Equality is now part of a global pink dollar activism movement that enjoys spending to reward locations - and companies - that treat lesbian and gay people with equal respect.
Celebrate Your Love
Showing impeccable timing, VisitBritain today released their new LGBT marketing strategy on digital platforms.
Centered on the campaign site visitbritain.com/love the new US online campaign places the strong product on offer in Britain in the context of celebrating equality and love and includes a special prize giveaway for two people to attend key UK Pride events this summer.
Campaign partners include Virgin Atlantic, specialist tour operator Further Afield, tourism marketing agencies for Manchester, Birmingham, Wales and Brighton as well as several Radisson Blu Edwardian hotels in England. The ‘Love is GREAT’ branding is part of the continuing ‘GREAT’ campaign by VisitBritain.
Out Now is the creative agency delivering this new US campaign.
New marriage equality laws commence in England and Wales this weekend on March 29, 2014 and will begin later this year in Scotland.
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