Gay Market News. Gay Marketing is Out Now.

TravelMole article on Out Now Gay Marketing Class at WTM

2009-11-11T22:46:00.005+01:00

Out Now presented an information packed lesbian, gay, bisexual and transgender marketing seminar today to the delegates at WTM London - World Travel Market. TravelMole has a report direct from the seminar.

Ian Johnson, Out Now
November 11, 2009

Topics: Gay marketing. Lesbian market. GLBT market. Lesbian tourism. Gay tourism market. Gay advertising. London WTM gay marketing information seminar. Out Now. London World Travel market. Out Now presents lesbian and gay marketing seminar to a packed audience of more than 170 travel industry professionals at WTM today.

My work keeps me out of trouble these days. I have changed country ten times in the past 5 weeks. Today it was London - and a presentation to over 170 travel and tourism industry professionals at London's World Travel Market WTM.

The seminar was titled "The Gay Marketing Puzzle - Solved at WTM by Out Now" and included high level tourism industry professionals Yaniv Waizman, Mayor's Tourism Advisor in Tel Aviv; Jeanette Schuchmann, Deputy Director of the German National Tourist Office, Lotte Jeffs, travel editor of leading lesbian magazine DIVA; and John Tanzella, President and CEO of the International Gay and Lesbian Travel Association IGLTA.

We were delighted to see the event qualify for my favourite three letter acronym - SRO - 'Standing Room Only'.

Out Now launched several initiatives we will report on here in coming days.

In the meantime, TravelMole has an article on this Out Now gay marketing seminar. As the article might require you to use a password to access, we reprint the article below.

Trade told to grab slice of gay and lesbian travel spend
November 11, 2009

Gay and lesbian tourism is growing annually but travel providers who don’t cater to the market will not capture this business, according to a leading thinker in the sector.

Ian Johnson, founder of gay marketing consultancy Out Now, told a World Travel Market audience on Wednesday that a whopping £4.7 billion was spent by the lesbian, gay and transgender market in the UK alone in 2007 (the last data collected) and that figure was growing annually. But he added that this market put feeling comfortable and safe at the top of their wish-list when choosing a travel operator and destination.

He said: “We have spent a great deal of time talking to the people who matter most in this equation – the consumers themselves – and from that we know that they want to go everywhere and do everything, not just go to known gay-friendly destinations – and it is their goal to travel with operators who understand their comfort zone and stay at hotels and resorts in destinations that are tuned into them.

He added: "They want to use companies that are on the same page and are don’t want to have to out themselves to access the products that everyone else has access to."

Johnson played a series of video clips of talking heads discussing their travel experiences as gay travellers, with many recounting tales of travel providers failing to make them feel welcome. One example showed two gay men relating how they are made to feel awkward whenever they booked into a hotel and are offered two beds instead of one, as a straight couple would be.

Johnson added: “If you are a travel provider, you should be thinking hard about the fact that £47 million a year is spent on gay and lesbian honeymoons and that the buying power of the UK gay, lesbian and transgender market is £81 billion. You should be talking to these people and finding out how to access that. This market wants to get out and travel but they want to feel they are being looked after and not made to feel uncomfortable.”
-----------

If you want to get your gay marketing up to speed to include the latest 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.

-------------------
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.

Gay Germany Web 2.0 Powerhouse

2009-10-21T16:43:00.006+02:00

Germany is a destination with a great track record of consistently making the right moves in the lesbian and gay travel market.

Now comes news of another German gay marketing success story.

Ian Johnson, Out Now
October 21, 2009

Topics: Gay and lesbian marketing. Germany. MyGayGermany. Out Now. German National Tourist Board. LGBT tourism and gay travel. Lesbian and gay content rocks the Web 2.0 world.

The advent of Web 2.0 social media changed everything in marketing, right? Not so fast.

As much as the world changes, some things remain the same.

Like the fact that in the web 2.0 world of social media - as with other forms of 'old' media - good quality content rules.

This fact is at the heart of a new success story happening right now online all over web 2.0 media platforms.

MyGayGermany Powerhouse

MyGayGermany is a campaign for the German National Tourist Board that harnesses the power of web 2.0 social media platforms and combines it with high quality original gay and lesbian content.

The results? Dynamic.

For example, in a little over a month, Out Now has taken the MyGayGermany facebook page from zero to more than 1,100 fans.

How? Good quality original content.

Such as the MyGayGermany blog and MyGayGermany YouTube channel and Twitter page.

Like all good marketing, consumers react best when you maximize quality and relevance. And that is exactly the strategy Out Now has adopted with such success here.

You can learn more from our client, German National Tourist Board in the following press release going out this afternoon.

Germany's Gay Travel Marketing Takes Web 2.0 By Storm - New MyGayGermany Campaign Launches

Lesbian and gay travellers to Germany have a wealth of new information resources to guide their travel decisions - thanks to the German National Tourist Board (GNTB), Berlin Tourism Marketing and Lufthansa.

The MyGayGermany 2.009 strategy has launched and experienced a rapid and enthusiastic embrace from target gay and lesbian travellers. The campaign's Facebook page has already accrued more than 1,000 fans in just a few weeks.

Comprising an integrated suite of social media tools, the strategy relies not only on utilising the latest technology but also on the delivery of high quality relevant media and information content.

According to the Deputy Director of GNTB in London, Jeanette Schuchmann, the strategy is working well.

"We felt it was so important not to just leap into social media - but to do so with a conscious and strategic effort to deliver great content as a fundamental element of the offering," Schuchmann said. "The MyGayGermany blog is a great example - we are working with two of the UK's leading lesbian and gay travel writers (Lotte Jeffs, Travel Editor, DIVA; Darren Cooper, Editor, Beige Travel) who bring their special magic to the quality of the writing in our MyGayGermany web 2.009 content."

The MyGayGermany campaign comprises key social media platforms including Facebook, Twitter, YouTube, Blogger and flickr. All content and sites also serve to promote the existing GNTB microsIte www.GayGermany.co.uk

The strategy was developed for GNTB, Berlin Tourism Marketing and Lufthansa by leading global lesbian and gay marketing specialists, Out Now.

Schuchmann will deliver a case study presentation on the new strategy in London at the World Travel Market (WTM) education seminar - "The Gay Marketing Puzzle - Solved by Out Now at WTM", taking place at 11am on November 11, 2009.

If you want to get your gay marketing up to speed to include the latest 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.

-------------------
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.

Tel Aviv - Gay Tourism Market Research

2009-10-12T16:14:00.009+02:00

Yesterday Out Now released preliminary findings of its gay tourism market research study for the City of Tel Aviv.

The news? Some bad - mixed with a lot of good.

Ian Johnson, Out Now
October 12, 2009

Topics: Gay and lesbian marketing. Tel Aviv, Israel. LGBT market. Gay marketing. Advertising. PR. Marketing Tel Aviv to the gay and lesbian tourism market.

Yesterday, interim findings from the latest Out Now gay market research study were released in Tel Aviv.

This research by Out Now is a groundbreaking piece of work - being the first gay tourism market research study into gay market travel intentions to visit the Middle East - in this case, the city of Tel Aviv.

Our findings were greeted warmly by the city of Tel Aviv and its key decision-makers.

The Mayor of Tel Aviv, Ron Huldai, was present to attend this event which happened at the IGLTA symposium in the GLBT Aguda Center.

The final results are being presented next month by Yaniv Waizman - the Mayor's tourism advisor at the Out Now Gay Marketing Masterclass at WTM London World Travel Market.

We were welcomed to the symposium by John Tanzella, CEO of the International Gay and Lesbian Tourism Association (IGLTA) - whose local rep, Shai Doitsh, did an excellent job at organizing the symposium that happened yesterday.

Below (L to R): Ian Johnson - Out Now; Ron Huldai - Mayor of Tel Aviv; John Tanzella - IGLTA CEO; Yaniv Waizman - Tel Aviv Alderman; Etty Gargir - CEO Tourist Association of Tel Aviv-Yafo.

Etty Gargir - head of the Tourist Association of Tel Aviv, spoke of the importance of the Out Now research to guide Tel Aviv as it charts its strategy for increasing levels of gay and lesbian tourism.

One of the nicest guys working in tourism anywhere in the world - Russell Lord of Kenes Tours - also spoke to the delegates yesterday on the power of LGBT tourism to build a better future in this region that has had more than its fair share of troubles over the years.

The event was big news here in Israel - making various TV news broadcasts last night and many of today's news websites and print newspapers.

Below is an extract from an article that is in today's Jerusalem Post about the Out Now gay market research study in Tel Aviv.

In Jewish culture there is an expression called "Mazel Tov" which means good luck - or sometimes good destiny. I feel rather blessed to be here working on this project at this time. It is a quite special experience for my company, and for me personally.

'Foreign gays think they're unwelcome in TA'

In the eyes of Israelis, Tel Aviv may be a liberal and gay-friendly city, but a new survey of gays from abroad found Tel Aviv unsafe, intolerant and too religious.

The survey results were released on Sunday to a group of gay tourism professionals, as part of the International Gay and Lesbian Tourism Association annual conference and symposium being held in Tel Aviv.

Tourism professionals specializing in the gay and lesbian market are in Israel this week to get a first-hand view of the country, so that they can pass the information on to their clients. Based out of Tel Aviv, the group will also tour Jerusalem, the Dead Sea and the North before moving on to other countries.

According to preliminary results of a survey conducted by the US-based Out Now consulting, which specializes in the gay and lesbian market, only 5 percent of the people polled said they were very likely to visit Tel Aviv as a tourism destination, while 46% said they were very unlikely to do so.

The survey, which polled 900 people from Germany, London and the New York region who identify as homosexual, found that the likelihood of a visit grew if the person asked knew someone who had visited Tel Aviv.

The main reasons given for not coming to Israel were: safety concerns (84%), regional conflict (70%), perceptions of Tel Aviv being too religious (62%) and the belief that homosexuals are unwelcome (41%).

When asked what would draw them to Tel Aviv, 67% said cited the beaches, 65% said they would come to experience the local culture, 59% mentioned Israel's rich history, 43% were attracted by the prospect of visiting Jerusalem and 31% said they would come for the Gay and Lesbian night life that the city has to offer.

According to Out Now CEO Ian Johnson, the final results of the survey will be published in a few days. Johnson was optimistic about the survey results, pointing to the relatively high proportion of people who answered maybe/maybe not when asked if they would visit Tel Aviv.

"This is a group that we can work with. With the aid of marketing and communication these people can be moved into the likely category," he said.

Despite the mildly negative survey results, Tel Aviv will continue to be heavily touted as a gay tourism destination. The fact that the annual conference is being held there is a testimony to the efforts put forward by the municipality to develop rainbow tourism.

"Tel Aviv is Israel's capital of commerce, economy, culture and nearly everything else. It adds honor to the country as a whole because of the values it holds dear," Tel Aviv Mayor Ron Huldai said.

"Yesterday, I participated in a Simhat Torah celebration and someone came up to me and urged me to stop holding the Pride Parade in the city. That is the nature of democracy; different people have different ideas. All I can say is that gay pride is part of the life of the city and everyone here is free to be whatever they want."

Tel Aviv council member Yaniv Waizman is the driving force behind the city's gay-friendly initiatives. He said that despite the shooting that took place in the gay and lesbian youth center on August 1, Tel Aviv was very open to homosexuals. "The shooting was traumatic, but it made us stronger and just increased our willingness to succeed," he said.

He added that what is necessary for future success is increased marketing budgets, a gay-orientated information booth and the goodwill of the citizens and service providers to welcome those who come to the city. Waizman asked the foreign visitors to be Israel's ambassadors to the gay community and attempt to break down the common misconceptions.

In anticipation of the conference, a small group of protesters stood outside the G.L.B.T. Community Center to demonstrate against the Israeli occupation of the West Bank. The group members all wore black shirts with "Queers for Palestine" printed on them.

"We are queer activist here to protest the promotion of gay tourism to Israel and to encourage queers to visit Palestine," said a man who identified himself as Zohar, the group's spokesman.

"This has been an issue that has been manipulated in the last few months, especially since the shooting in Tel Aviv, but even before that, to supposedly represent the liberal State of Israel... As queer people, we don't want to be used as a poster for human rights."

If you want to get your gay marketing up to speed to include the latest 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.

-------------------
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.

Gay Tourism Marketing? Think Again.

2009-10-07T14:23:00.013+02:00

Think you know all about gay welcoming tourism destinations?

Think again.

Ian Johnson, Out Now
October 7, 2009

Topics: LGBT tourism marketing. Lesbian market. Gay travel. Gay tourism. Market research. Tel Aviv. Out Now. WTM London World Travel Market. Out Now presents important new research study on gay tourism to the Middle East at WTM London World Travel Market as part of this year's Out Now Gay Marketing Masterclass.

One of the most important events for the global travel and tourism industry takes place next month in London.

Out Now has for the past three years presented its industry-leading Gay Marketing Masterclass to delegates attending the WTM - World Travel market - in London.

Taking place over four days, this event attracts the most important decision-makers of the global travel industry, and Out Now is delighted to be back for a fourth year to talk about a whole range of leading-edge gay and lesbian marketing strategies.

One of the exciting things we will discuss there is the release of new online research data representing the first ever GLBT tourism market research into travel to the Middle East.

Web 2.0 social marketing, 'old' media, advertising approaches that work, how to incorporate video content into your gay marketing, what a company staff assocation means to your gay marketing strategy - and many more gay market essential topics for 2010 will be addressed in an action packed 90 minutes this November 11 at WTM in London.

Here are details of the latest lesbian and gay travel marketing research on the Middle East.

The First-Ever Market Study into Middle East Gay Travel Unveiled by Out Now at WTM

Out Now Consulting will reveal the findings of its study into GLBT (gay, lesbian and bisexual and transgender) tourism to Tel Aviv during its session on gay marketing - The Gay Marketing Puzzle - Solved by Out Now at WTM.

In a region not usually associated with GLBT travel, Tel Aviv is now putting in place various strategic steps to develop a campaign that extends its reach and broadens its appeal to lesbians and gay men as a tourism destination.

The gay tourism marketing strategy of Tel Aviv will be discussed, along with the presentation of findings from a gay market research study currently underway, testing the attitudes and opinions of gay consumers in three regions - New York City, UK and Germany - about the prospects of Tel Aviv becoming the new ’hot’ gay travel ticket.

Out Now Consulting Founder and Chief Executive Ian Johnson, along with Tel Aviv City Council Member Yaniv Waizman - who is responsible for the city’s tourism portfolio, will discuss the study and advise delegates on gay marketing strategies.

"We thought it was very important to start our gay market development plans with the best possible insight" says Waizman. "That is why our first step has to be market research, to discover the current positioning of Tel Aviv in the minds of the gay and lesbian travel audience."

Johnson said: "Tel Aviv is a destination that many gays and lesbians do not immediately think of when planning their next vacation."

"Yet as a gay targeted destination, the city has world-class tourism options to offer to gay and lesbian travellers. It is also a city that comes with a lot of history - cultural, religious and political" Johnson added.

Johnson said the preliminary results reveal a big gap between certain perceptions and reality when it comes to Tel Aviv.

"The early results are quite revealing" Johnson said. "They show significant divergence between what gay and lesbian people think Tel Aviv is like, compared to a quite different reality on several key points. This new research will make for much better informed strategic marketing decisions for the destination."

The final report will be unveiled at The Gay Marketing Puzzle - Solved by Out Now at WTM at World Travel Market, ExCel - London at 11am on 11 November 2009.

If you want to get your gay marketing up to speed to include the latest 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.

-------------------
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.

Phone Company Is Gay? No Way.

2009-09-13T12:55:00.008+02:00

What happens if a conservative lobby group talks by phone with a Brooklyn comedian at home telling him his phone company is bad and supports gay marriage? Listen and laugh.

Ian Johnson, Out Now
September 13, 2009

Topics: Phone companies. Telephone. Telecoms. Gay and lesbian marketing. Same-sex domestic partner benefits. AT&T. Verizon. Sprint. Lesbian and gay marriage. Equal rights. Conservatives against gay rights.

Last night at dinner a friend and I laughed about an online audio track I heard a long while back, about phone canvassing against gay marriage.

Her and I agreed that equal rights for all citizens seems so like a no-brainer in 2009 that it is hard to wonder why so many oppose such a fundamental concept.

My partner of 17 years was also at the dinner - and while he personally does not want to get 'married' (I shall have to pack the tuxedos away then) he agrees that the institution of marriage should be equally available to all.

That got us talking about a great audio set I recalled writing about here on GayMarketNews.com back in 2005.

Partly to remind me to send my friend these links - and also because I just laughed out loud all over again at the three audio tracks - I figured I would reprise them here.

Ring, Ring

The scenario is this.

A Brooklyn comedian called Eugene Merman is on the phone with an organization trying to alert and alarm him with the news that (- shock, horror! -) major US phone companies, like AT&T, Sprint, Verizon; choose to provide their LGBT staff with domestic partner benefits.

In many places that would be called equality and smart application of equality and diversity policies.

But not in the world of those calling Eugene.

Be forewarned - Eugene is clearly fond of the one word my mother swears she will never say. (Pun intended.)

But some of what comes back from the other side of the line seems far more disturbing to me.

This is the first call.

Here is the second. Most disturbing to see the automatic link between pedophilia and gay rights the canvasser makes.

And the third one is very, very funny. A tuna sandwich might one day be able to marry a bear? - and it's all the fault of the push for gay marriage equality. Who knew?

I hope you find it makes for some entertaining weekend listening.

And - if you want to get your gay marketing up to speed to include the latest social media and other leading-edge gay marketing strategies, get in touch with market leaders Out Now.

You could even call us by phone if you want. No matter which phone company you choose to use.

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

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.

-------------------
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.

Gay Germany Web 2.0 Marketing Campaign Launches

2009-09-11T12:56:00.014+02:00

Making facebook, Flickr, Twitter, Blogger and YouTube work together is becoming increasingly important. Learn how one client is managing to make great strides with this.

Ian Johnson, Out Now
September 11, 2009

Topics: Out Now. Germany. Gay. Marketing. Market strategy. Lesbian. LGBT tourism. Gay travel. Gay Germany. GayGermany. MyGayGermany. Web 2.0 social media. YouTube. facebook. Twitter. Flickr. Blogger. German National Tourist Office campaign for 2009 by Out Now is underway now online.

Out Now has just launched our latest campaign for the German National Tourist Office, Berlin Tourism Marketing and Lufthansa.

One of the most important things about Out Now's approach to gay marketing is that we never want to rely only on last year's successes. We build on them, sure - but what matters most is that the work we do for our clients at any given point in time is as up-to-date and as relevant as it possibly can be.

In 2009, that means that our latest GLBT travel marketing campaign for our client, German National Tourist Office, is running almost exclusively online and by way of internet web 2.0 marketing techniques.

MyGayGermany

We are very excited by the integrated approach we are implementing for GNTO as it has at its center - as Out Now campaigns always do - the target lesbian and gay consumer, and their marketing and travel information needs.

The heart of the campaign is the GayGermany.co.uk website.

That site has been developed over several years and enjoys strong Google and Yahoo search engine likeability factors.

To help drive traffic we have put in place new and highly relevant contact points with our gay and lesbian consumer audience.

You can check out for yourself just some of the various great web 2.0 marketing ways this is happening right now by clicking on the links below:

Twitter: Twitter.com/MyGayGermany

Facebook: MyGayGermany on Facebook

YouTube YouTube.com/MyGayGermany

Over coming weeks and months you will be able to discover many of the reasons that a ticket to Gay Germany is one of the hottest tickets on the planet.

Keeping our client connected with their customers - via our new web 2.0 initiatives - is good for the gay and lesbian traveling public, and good for our client.

The power of great content

One of the critical success factors we believe is that to succeed either with old media or web 2.0 social media - you have got to deliver great content.

Too many people on Facebook and elsewhere are just talking to empty space - where nobody's listening.

To that end, we are really pleased to involve two of the best lesbian and gay writers in the UK today to write for the MyGayGermany sites.

Lotte Jeffs, is the travel editor extraordinaire for DIVA magazine - Europe's leading lesbian lifestyle magazine.

Lotte is more than ably assisted by Out Now's very own Darren Cooper - a gay man truly at large and reporting back to web 2.0 consumers all that makes Gay Germany so special to him.

You can discover for yourself the power of their wonderful writing expertise in several places - including the MyGayGermany blog.

If you want to keep up with what's hot in Gay Germany be sure to check out our new Web 2.0 sites for German National Tourist Office.

And - if you want to get your gay marketing up to speed to include the latest social media and other marketing techniques, get in touch with Out Now.

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

-------------------
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.

Gay Marketing Solved by Out Now at WTM

2009-08-12T18:31:00.011+02:00

Out Now is pleased to be presenting the latest approaches to gay and lesbian tourism marketing. Web 2.0, tourism case studies, latest global gay market research plus important gay consumer voices - all set to educate the global travel industry at this premier global travel industry marketing event - WTM London's World Travel Market.

Ian Johnson, Out Now
August 12, 2009

Topics: Out Now. WTM. London World Travel Market. Lesbian and gay travel marketing. LGBT tourism. GLBT travel marketing. Gay market research. Out Now is to present its Gay Marketing Masterclass to delegates at the 2009 annual London WTM World Travel Market.

Out Now is consistently motivated by my guiding statement to each of our team of consultants: we will always be better next year than we are this year.

Does that mean we think we are not any good?

Not at all. Our recent work projects are great examples of Out Now's consistent commitment to leading gay and lesbian market development - for the benefit of our clients and the enhancement of lesbian and gay communities around the world.

Current examples?

Out Now has just begun a major new research study for the city of Tel Aviv on gay and lesbian tourism and travel marketing strategies.

We are currently revealing our latest gay marketing strategies for the German National Tourism Office and Berlin Tourism Marketing.

Vienna Tourist Board recently enjoyed a very successful Out Now created gay and lesbian tourism marketing launch called "Go Vienna".

VisitSweden just had a very successful Out Now gay and lesbian tourism marketing campaign into the UK gay tourism market.

So what does Out Now's commitment to always improving every year mean for our London Gay Marketing Masterclass at this year's WTM?

Out Now at WTM London World Travel Market 2009

In 2009 Out Now will present, for the fourth year in succession, our annual Out Now Gay Marketing Masterclass at the premier global travel marketing event - London's WTM World Travel Market.

This year Out Now will be bringing - for the first time - the voices of lesbian and gay travel consumers into a global tourism marketing conference education symposium.

Ultimately the tourism market succeeds by way of committed understanding of lesbian and gay consumer needs.

We will talk more in coming days about some of the other new initiatives Out Now will bring to our Gay Marketing Masterclass at this year's World Travel Market .

Here is a report from leading travel market magazine Travel Weekly about this.

WTM to focus on gay and lesbian travel

World Travel Market (WTM) is to ask gay and lesbian holidaymakers how they want the travel industry to market to them.

The gay and lesbian (G&L) customer panel forms part of the Gay Marketing Master-class seminar, organised and hosted by G&L marketing consultancy Out Now, and is the first time the industry has sought the views of G&L customers at a trade event.

The G&L market is growing in importance during the worldwide financial downturn, as it's more resilient during these tough economic times than the heterosexual market.

US research shows that, while many heterosexual travellers are planning to cut back on their travel spend, more than half of gay consumers (55%) plan to spend as much on travel this year as they did in 2008*, while 7% are looking to spend more in 2009 than last year*.

Out Now Founder and Chief Executive Ian Johnson, who is chairing the 90-minute masterclass, said: "The travel industry can struggle when it comes to marketing to the G&L community.

"The G&L market is even more important to the travel industry than it ever was before, as it has a more resilient appetite for travel, meaning the industry cannot afford to get its G&L marketing strategy wrong.

"Gay customers really are the greatest experts of all when it comes to designing gay marketing strategies that work. That's why this year Out Now is bringing the opinions of gay travellers into the discussion at WTM," Johnson added.

"In hearing their opinions, discovering relevant motivators and unlocking the key travel concerns of gay and lesbians customers themselves during this innovative seminar, those attending will discover a wealth of practical information able to be profitably applied to the development of their own lesbian and gay marketing strategies during 2010 and beyond."

* Source: Witeck Combs/Harris Interactive

For more information visit the Out Now Consulting website.

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

-------------------
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.

Marketing Gay - Como Crear Una Campaña Efectiva

2009-08-04T02:45:00.009+02:00

I recently had the privilege to speak at the GNetwork GLBT Turismo gay marketing conference in Buenos Aires, Argentina. Here is video from that premiere gay market event in Latin America.

Ian Johnson, Out Now
August 4, 2009

Topics: Buenos Aires. Gay market. Lesbian and gay market. Gay and lesbian marketing GNetwork360 conference. Out Now. GLBT marketing.

Marketing Gay - Como Crear Una Campaña Efectiva - OutNowConsulting.com - Ian Johnson. Fundador de OUT NOW, es uno de los pioneros del marketing gay.

Con mas de dos décadas de experiencia, es reconocido mundialmente como una de las mas importantes autoridades del Marketing orientado al consumidor gay & lesbian.

Empresas como Barclays, Hilton, IBM, Toyota, KLM, Lufthansa y Citibank confían sus campañas y productos a su firma que opera en Estados Unidos, Inglaterra, Holanda, Bélgica, Francia, Italia, Escandinavia y Australia.

Two videos - both in Spanish - from my recent trip to Argentina.

First one:

Second one:

Ian Johnson is the founder and CEO of Out Now, a market consulting company focusing on the gay and lesbian market.

For more information visit the Out Now Consulting website.

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

-------------------
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.

OutGames Copenhagen Out Now Report

2009-07-31T14:42:00.007+02:00

Gays and lesbians came together this week in Copenhagen. More than 5,000 participants from many different countries are currently wrapping up a week of gay and lesbian solidarity. This is the week that was.

Ian Johnson, Out Now
July 31, 2009

Topics: Copenhagen. Gay and lesbian sports. LGBT sporting events. World Outgames. Denmark gay and lesbian community. Opening ceremony of OutGames. Out Now. GLBT marketing.

Gay and lesbian community members from around the world are currently wrapping up a week of sports, culture, business and politics in Copenhagen, Denmark - as the World Outgames draws to a close.

I eschewed my usual hotel accommodation and was lucky enough to be invited to stay at a ten person gay guest house called Copenhagen Rainbow, right in the gay centre of Copenhagen - with many of the Aussie swim team.

A really great group of guys, and they helped make my visit to Outgames something I will always remember.

It was great to bump into many known people from the GLBT world.

Pictured is openly gay - and openly HIV positive - Jack Mackenroth of Project Runway fame on the very gay friendly Bravo Network in the US reality TV market.

I chatted to him when he visited our guesthouse and he said he and his relay team were hopeful of taking home a swag of medals from the pool.

(Happily, the Australian swimmers and runners did a great job at bagging a fair share of the medal tally for themselves too.)

I was fortunate to attend and speak at the International Gay and Lesbian Chamber of Commerce IGLCC 'Out For Business' forum.

My topic was on LGBT marketing from a global perspective - and I will write a separate article on that and other things that happened this week.

Today though, an article I wrote is appearing online at gay media market publication PrideLife (UK) website.

Here is that PrideLife article:

Copenhagen Alive With OutGames

By: Ian Johnson

The OutGames is in full swing. Ian Johnson reports from the World OutGames in Copenhagen.

The World OutGames in Copenhagen is now in full swing.

Festivities commenced on Saturday 25 July with a march into the main City Square by the more than 5,500 participants attending this event.

It was encouraging to see people attending from many countries where to be gay or lesbian is still a difficult thing. Countries like China, Indonesia and Singapore were all represented.

The Copenhagen mayor, Ms Ritte Bjerregaard officially opened the gay games and welcomed all those attending.
In her remarks she paid tribute to the world's first couple to enter into a civil partnership in 1989 - represented in Copenhagen by surviving partner, 95-year-old Dane Axel Axgil.

Axgil was also responsible for establishing Denmark’s first lesbian and gay rights group way back in 1948. He’s a true pioneer and inspiration for the gay rights movement worldwide.

As well as a week of sports events where competitors race to set personal bests according to their age, a three day International LGBT Human Rights Conference has been taking place, with noteworthy people presenting thought-provoking and informative papers.

John Amaechi of Manchester and formerly of the US NBA professional basketball league talked about the power of sports to change people's attitudes towards homosexuality.

Virginia Apuzzo , a lesbian activist and political appointee under the Clinton administration, talked passionately about her experiences growing up first amongst Sister of Charity nuns and then as a member of a lesbian feminist collective.

"You might be surprised to learn that the change between the two institutions was not that large," she told the audience.

The International Gay and Lesbian Chamber of Commerce presented an 'Out For Business' conference stream, at which a range of issues relating to workplace diversity, corporate social responsibility and LGBT marketing were discussed.

I presented a paper on understanding LGBT marketing in a global context, considering what this means to gays and lesbians around the world, and how corporate support can be harnessed to create tangible improvements in lesbian and gay lives.

There was a sour note on Tuesday afternoon when an anti-gay protestor threw a lit firework at a track and field meet which caused a slight injury to the hand of a runner from Seattle, Washington. A 31-year-old man is currently under arrest awaiting prosecution on a charge of reckless endangerment.

Finally, there remains the question of whether the OutGames in Copenhagen will be the last - as the original and longer established Gay Games event is set to return to Europe in 2010.

Many of the athlete participants in Copenhagen, especially those from the US, are questioning why the two organisations do not try harder to find a way to unite.

A paucity of sponsors and lower than planned numbers due to the economic crisis has perhaps sharpened people's focus on the issue here in 2009.

The OutGames was first held in Montreal in 2006, when the organisers of that city's Gay Games fell out with the Federation of Gay Games committee.

The OutGames II concludes in Copenhagen on Saturday 1 August, 2009.

Ian Johnson is the founder and CEO of Out Now, a market consulting company focussing on the gay and lesbian market. For more information visit the Out Now Consulting Website

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

-------------------
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.

Argentina Gay Marketing Triumph by GMaps

2009-07-24T18:00:00.013+02:00

Gay marketing is truly global. Lesbian and gay consumers live everywhere and are increasingly seen as a powerful economic force to be reckoned with by marketers the world over. Need proof? Look at what happened in Argentina last week.

Ian Johnson, Out Now
July 24, 2009

Topics: Argentina. Gay marketing. GMaps. GNetwork360. Gay and lesbian travel. Lesbian and gay tourism. Out Now. Lesbian and gay consumer market. GLBT tourism and gay travel marketing. Out Now presents at GNetwork360 event in Argentina.

Last week an historic gay marketing event took place in Argentina.

The GNetwork360 GLBT Turismo gay marketing conference was held in Buenos Aires on July 15 - 16. And it was simply awesome.

Organized by the founders of GMaps - Pablo De Luca and Gustavo Noguera - this conference was a first for Argentina and was supported by the government tourism agencies at both city and federal level.

Two things amazed me.

The quality of the organization and the quality of the program.

There were a range of presentations, including many noteworthy speakers.

Just some of them included: -

Pascal Lépine of IGLCC - International Gay and Lesbian Chamber of Commerce; Juan Juliá, founder of Axel Hotels, Justin Nelson and Chance Mitchell of NGLCC - National Gay and Lesbian Chamber of Commerce (US); Matt Skallerud of PinkBanana; Tom Nibbio of IGLTA and of course GNetwork360 founders themselves, Pablo and Gustavo.

I presented a seminar called Gay Marketing - Getting It Right, or as it is known in Espanol: Marketing Gay - Como Crear Una Campagña Effectiva.

Organizing an event like this takes hundreds - probably thousands - of hours.

When you consider that GNetwork360 did not charge participants to attend, this commitment by them to the development of the Argentine gay and lesbian market opportunity is truly inspiring.

One of the very encouraging conference outcomes was the official launch of the Argentina Gay and Lesbian Chamber of Commerce.

This step alone will see a growing awareness of the vast opportunities presented by the lesbian and gay business world, and the gay and lesbian consumer market.

I meet a lot of people in my role as a gay marketer, and I attend and present on gay marketing strategies at a lot of conferences around the world - and I can honestly say that the GNetwork360 gay marketing conference last week in Argentina was quite simply equal to the best of them.

It has been my pleasure to meet and get to know both Pablo and Gustavo during these past months and they are committed, passionate marketers and - most importantly - consummate professional businessmen.

One very important note.

The organization of the conference was made seamless by the willing donation of time and services by sponsors and volunteers - and to these often unsung heroes, I offer my heartfelt thanks.

They were critically important in making the event the success it was.

Final thought

It was my pleasure at the conclusion of my presentation to announce the first ever market research study of the Argentina gay and lesbian market.

More details will follow soon, but initial responses to the 2010 Out Now + GNetwork360 Argentina Gay Market Study have been very strong - and very positive.

The future for gay business and gay market development now looks assured in Argentina.

Muchas Gracias Amigos!

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

-------------------
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.

VisitSweden Gay Marketing by Out Now

2009-06-24T09:12:00.028+02:00

Lesbian and gay travelers are not looking to be marketed to - they want to experience respect and understanding as equal consumers of companies products and services. What does that mean to marketers? Talk with gay consumers, not at them.

Ian Johnson, Out Now
June 24, 2009

Topics: Gay and lesbian travel. Lesbian and gay tourism. Gay marketing. Out Now. VisitSweden. LGBT Travel. GLBT tourism and gay travel. Lesbian travellers. Gay and lesbian advertising and lesbian and gay marketing. Stockholm In Full Glory. Sweden. Out Now UK gay marketing campaign for Stockholm.

Sweden is one of those places you really have to visit to properly understand its people.

Long famed throughout the world for attributes of tolerance and respect for differences, there is a far more complex reality at play when you get to know many Swedes.

One city where you are well placed to do precisely that is Stockholm.

Out Now recently launched VisitSweden's largest gay marketing campaign to date in the UK market.

Called 'Stockholm In Full Glory' the campaign was managed by the UK Marketing Manager for VisitSweden, Linda Ericson - ably assisted by her fabulous colleague Christina Guggenberger of Stockholm Visitors Board.

The campaign draws upon the inspiration of Magnus Lindbergh of VisitSweden New York office and also uses the statue photography of Landeros Studios.

Talk With Consumers, Not At Them

Out Now visited Stockholm in January as a guest of the Stockholm Visitors Board and Visit Sweden.

In working with any new client - it is important to assess how much of the 'Gay Marketing 101' basics they already know, and how much hand holding is needed.

In the case of VisitSweden and Stockholm Visitors Board, it was clear that both organizations were well aware of the valuable importance of the lesbian and gay travel market to their overall marketing strategies. Both Stockholm and Visit Sweden already included gay microsites on their main web sites.

What we needed to do was decide what was it about Stockholm - beyond the stereotypes of ABBA and Volvo cars - that could appeal to any traveler, including gays and lesbians.

The Four Themes of Stockholm

On my return in January to cold, wet London it was clear to me what things had made an impact on me during my just-completed first trip.

Water - Stockholm is a place that is surrounded by the stuff. It is everywhere. But more than that, it is profoundly beautiful - and I believe actually helps explain the serene nature that many Swedes seem to carry around with them during their everyday lives.

Beauty - lives just about every place in Stockholm. The architecture, the archipelago, the clean lines of style and elegance that slice through the city. Beauty simply envelops the visitor to Stockholm.

Design - Many of the world's leading designs originate in Sweden. Stockholm flies the flag for great Swedish design extremely well. From clothing to architecture to furniture and more. Great design leads the way for Swedish culture.

Legends - Ask anyone to name some Swedish legends and you will probably be surprised. After the mandatory ABBA response, we discover a wealth of legends like Greta Garbo, Bjorn Borg, Ingmar Bergman and more. Even what I believe is quite possibly the most spectacular museum in the world - The Vasa Museum in Stockholm - is built right around the greatest Swedish legend of all, the massive 17th century ship The Vasa.

Start a Conversation

What impressed me most about Stockholm was how little I knew of what the city is really like, before I visited.

All those elements - beauty, water, design and legends - were almost completely unknown to me as being critically important parts of what makes up the fabric of Stockholm as a unique European destination.

Out Now's challenge was to create a strategy for starting a conversation with lesbian and gay travelers themselves about why Stockholm belongs on their travel shopping lists.

We used a range of techniques.

First, we visited Stockholm and filmed local Stockholm gay guys sending an invitation to their UK counterparts to visit.

Video: The various themes are available online for viewing at the YouTube channel for VisitSwedenUK.

Here is the Out Now video for Legends.

The Legends and Beauty theme videos also include some nice gay-welcoming messaging from two of the people we spoke with. Natural and authentic - and very, very appealing for other gay people to hear so naturally expressed about a potential tourism destination.

These videos are then linked to an online promotion where people visit to enter to win a free trip to Stockholm.

That is motivated by winning a free trip of course, but it was also a good opportunity for Out Now to deliver some real-time market analysis for our client, so we recommended that the selection of the favourite video of the four should be an element to enter. Brand promotion tied-in with useful market research insight. A nice and efficient approach. (How Swedish in design!)

The marketing package was then supported with print advertising in two leading UK gay media titles, Beige Travel and GT.

This weekend, the final element of the Stockholm UK gay marketing promotion for 2009 is delivered - with a gay media FAM trip to Stockholm by journalists from leading UK gay media products and websites.

All in all, this has been a campaign for which Out Now feels a great deal of pride. And one which the client thinks is "quite good".

"Stockholm offers a unique and exceptional experience and we want the gay community to feel especially welcome" says Linda Ericson at VisitSweden. "This campaign provides a good platform to get our message out there in a creative way, and let people know what makes Stockholm so special."

One More Thing

Stockholm has just become the second GayComfort accredited Preferred Partner destination in the GayComfort program.

More on that later, but suffice to say that Christina Guggenberger and her colleagues at Stockholm Visitors Board know a thing or two about lesbian and gay travel marketing.

It is never enough to just 'talk the talk' - and tick a box claiming "we are gay-friendly".

Gay and lesbian consumers are far more sophisticated than that.

They expect their suppliers to 'walk the walk' - by delivering truly gay-comfortable, welcoming accommodation and attractions when they travel.

Which is precisely what GayComfort does for the fine hotels and attractions of the Stockholm Gay Network.

The 'Stockholm In Full Glory' campaign continues.

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

-------------------
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.

Argentina Gay Marketing Tour De Force

2009-06-18T20:40:00.016+02:00

One of the great parts of my work is meeting new people and seeing new places. Next month brings both when a gay marketing 'tour de force' takes hold of Buenos Aires in Argentina.

Ian Johnson, Out Now
June 18, 2009

Topics: Argentina. Buenos Aires. Gay marketing. LGBT entrepreneurs. GLBT market. Gay travel. Lesbian tourism. Gay and lesbian advertising. Out Now. Gay and lesbian marketing conferences. 2nd International forum of gay marketing specialists taking place next month in BA, Argentina.

Gay and lesbian marketing is literally spreading its reach around the entire globe.

One city with no illusions about the strong marketing potential of the global gay and lesbian market is Buenos Aires in Argentina.

Next month the 2nd International Meeting of Business People and Entrepreneurs Focused on The GLBT Market is taking place in Buenos Aires from July 15 - July 16.

Jam-packed with gay marketing goodness

The seminar program is formidable - with many leading gay marketing luminaries on the agenda.

I was privileged to be invited - and my seminar is called: Gay Marketing - How To Get It Right.

Or - as I am also delighted to offer: Marketing Gay - Como Crear Una Campana Efectiva.

The program features a well designed, high quality and very informative program of gay marketing content.

The event has received official recognition from the City of Buenos Aires - being allocated a certificate of financial importance - signifying just how seriously the city appreciates the immense value and power of the global gay and lesbian market.

Because of the global emphasis and importance of this Forum it is being sponsored by both the City of Buenos Aires Tourism Board and the National Argentina Tourism Department.

One presentation I am especially looking forward to is that from the President of the now global gay hotels brand - Axel Hotels - the highly respected Mr Juan P. Juliá.

Powerhouse organizers

The people behind this event are two highly impressive guys - Pablo De Luca and Gustavo Noguera.

Gustavo and Pablo are also behind some great gay targeted business initiatives including GMaps360 - an innovative gay and lesbian information maps service; and GNetwork360 - the organizing brand behind next month's gay marketing conference in Buenos Aires.

It is one of the highlights of my year to be invited to this leading-edge gay marketing event in Buenos Aires.

For those of you that can make it - please be sure to say hi there!

To register: click here.

The 2nd International Meeting of Business People and Entrepreneurs Focused on The GLBT Market takes place on July 15 and 16, 2009 at the very well-targeted 'hetero-friendly hotel', The Axel Hotel, in Buenos Aires, Argentina. Reservations are limited, free of charge, and available now online. Book now to secure your - and your colleagues' - place.

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

-------------------
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.

Sydney Gay and Lesbian Mardi Gras - Split Right In Two

2009-06-17T21:44:00.013+02:00

Having lived in Sydney's gay and lesbian community for many years, I know that Sydney can really get its knickers into a twist over its much revered annual Sydney Gay and Lesbian Mardi Gras. Now a fundamental change to the running of the event is threatening to split the event in two. Learn what happened.

Ian Johnson, Out Now
June 17, 2009

Sydney Gay and Lesbian Mardi Gras is a much treasured Australian institution.

From humble beginnings as a street parade demanding gay rights back in 1978, the event has grown to become the largest nighttime gay and lesbian parade in the world.

Mardi Gras cops it for lots of reasons.

Some have criticized its increasing reliance on commercial sponsorship back in the 1990s.

It has survived near bankruptcy several times, yet comes back, year-after-year, to face off its critics.

Now though, a new Sydney gay and lesbian community row has erupted that some feel threatens the very nature of the event itself.

Split In Two

Mardi Gras has, since almost its very beginnings, had two key core components to its own existence: a street parade, followed by a party that was designed to get people safely off the streets.

This combined parade and party nexus saw the event evolve to become a multi-million dollar generator of revenues to NSW State and Federal Australian tourism coffers.

A few weeks back, Mardi Gras organizers announced - quite unexpectedly - that after consultation with their own members and volunteers it had been decided that they would separate the date of the annual Mardi Gras parade so that it ran one week earlier than the annual party - already announced and booked as being the first weekend of March in 2010.

This raised more than a few eyebrows - especially given that in almost all of its 31 years of existence, Mardi Gras had included a night street parade followed by an all-night gay and lesbian party. Many of the earlier ones of which became quite legendary. (Trust me - I was there. They were amazing.)

The story went quiet for a few days.

Meanwhile in the background a gay cruise company in the US - Atlantis Events - were discovered to have been publicizing on their website that their first gay cruise to Sydney was "timed perfectly" to coincide with the annual Mardi Gras Parade and Party.

Sounds like a smart gay marketing match made in 'strategic thinking' heaven, right?

Only problem was the ship is in town for just a couple of days - and one full week before the Mardi Gras Party was supposed to happen.

Ouch!

As they say - the truth will out, and a former President of the pre-bankruptcy incarnation of Mardi Gras - decided he would spill the beans, 'quietly' posting a note onto a gay media website that the decision to separate the parade and party dates for 2010 Mardi Gras had little or nothing to do with 'consultation' with gay community members and volunteers, and far, far more to do with keeping the interests of Atlantis Events happy.

Atlantis Events is listed on the Mardi Gras website as being a "major" financial partner of Mardi Gras.

Their own website has been hastily changed and now reads:

We’ll update our plans for Mardi Gras more completely in mid-2009, but Atlantis will offer priority access to all the major events during our weekend stay.

How it all resolves will be fascinating to watch - but expect fireworks to fly at this year's Mardi Gras Annual General Meeting in August. When the worlds of commerce and Sydney gay community politics collide, it is rarely very pretty.

I so hope this is not a case of 'the tail wagging the dog'.

Being split in two must surely hurt. I suspect we are all about to find out just how much.

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

-------------------
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.

Gay CUD or Gay CRUD?

2009-06-13T05:19:00.038+02:00

Is it safe to ask for a favorite song at Paris bars? Not necessarily. I did, and they literally threw me out. The reason? For requesting songs the Paris DJ preferred not to play. Learn why.

Ian Johnson, Out Now
June 12, 2009

To regular readers I apologize in advance.

I do not normally discuss my personal situation.

No offence to any of you - but I like 'Ian Johnson - CEO of Out Now' to be someone other than me if I choose to go out for a quiet night.

As it happens, tonight I did have a work hat on - and was reviewing a Paris gay bar I had heard good things about called The Cud.

I made what I would have thought was a minor mistake in asking the Paris DJ to play two of my favorite songs. The bar man in fact - when I asked if I could request a song - actually had encouraged me to write these down on a piece of paper he gave to me to show to the DJ at The Cud.

The DJ made clear he did not want to play these songs. I then stuck that paper onto a random piece of blu-tack I spotted on the wall. Quite some distance away from the DJ booth at this Paris club.

I had forgotten all about the music request until about 20 minutes later -- when out of nowhere THREE muscled door attendants turned up, specifically to remove me from The CUD dance floor - to the shock of the Swiss people I happened to be chatting with at the time.

When I asked the door people what had happened (in my very bad French) they told those now around me (outside this Paris club, and who politely translated for me) that "I would know".

As I can assume only that the reason was that I had dared to ask for a couple of songs that I would like to hear played by the DJ at the club, to the DJ's obvious distaste - that response annoyed me more than just a little.

Is The CUD a great place for gay men to visit in Paris? Well, in my opinion, NOT if you might dare to ask the Friday night DJ for a song. Watch out!

PS - For those who care - my infracting songs requested then forlornly stuck onto a wall were "Sweet Dreams - Eurythmics" and "Situation - Yazoo".

Annoyed the DJ did not want to play either of my songs? A little bit, but not overly. I was more amused by him really. Maybe that set him off.

Angry the Paris DJ then had me ejected for "daring" to stick the piece of paper with the two request songs written on it onto the wall? Absolutely. Quite shocked by that really. Still am.

If The CUD wanted ever to allow these songs to be played I might consider going back...

But if tonight's DJ was there - I seriously suspect neither of us would miss the other. The only difference between us being that I would never try to get my "thugs" to manhandle him out of anywhere.

There you go. AYOR - 'At Your Own Risk' I guess that The Cud gay bar in Paris would have to be rated, for gays, lesbians and their friends, based on my personal experience, and my opinion.

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

-------------------
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.

Gay Tourism and Tel Aviv

2009-06-12T12:11:00.010+02:00

As I write this a very important new gay marketing event is taking place in Tel Aviv. The first annual Tel Aviv Gay and Lesbian Tourism Expo is now underway. And it looks like the start of something big.

Ian Johnson, Out Now
June 12, 2009

TOPICS: Gay and lesbian tourism. Gay travel. LGBT marketing. Lesbian and gay travel market. Middle East. Tel Aviv. Israel. AGUDA. Tel Aviv Pride. Gay and Lesbian Tourism Expo now underway in Tel Aviv.

One of the hardest places to explain - to those who've never been - must surely be Tel Aviv in Israel.

I approached my first visit to Tel Aviv this year with a mix of excitement and trepidation, wondering what was waiting in such a place?

When one's information is gleaned largely from the drive-by reporting of sources such as CNN and Sky News, you could be forgiven for ending up more than a little misinformed about what life in Tel Aviv is actually like.

There is a lot going on at the moment to investigate these very issues - especially as it relates to tourism development - and we will report back to readers in due course about that.

But in the meantime, today is Tel Aviv Pride day - and one thing many people may be surprised to learn is that today the first ever Tel Aviv Gay and Lesbian Tourism Expo - organized by AGUDA, the national GLBT Israel association - is happening in conjunction with Tel Aviv Pride.

This groundbreaking event is a sign that things are progressing in Tel Aviv.

Out Now has received various favorable comments from our client base expressing their surprise and their genuine interest in becoming involved with this event.

Tel Aviv Pride happens today and is part of many initiatives of gay and lesbian interest that are currently underway in Tel Aviv and Israel.

It will not be easy to help the rest of the world get past the lingering recollections left by the sound-bites of long departed journalists, but with improving market insight and better-informed strategic tourism marketing thinking - I believe it can be done. The product is great, we just need to bring the market to it to see that.

To all those lucky enough to be in Tel Aviv today - Happy Pride Day!

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

-------------------
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.

OutGames: Princess Mary Invited

2009-06-09T17:59:00.009+02:00

Australia's very own homegrown Princess Mary from Tasmania has just been invited by an Australian gay sports group to attend next month's OutGames, in honor of diversity. Learn how a gay and lesbian sports team from Sydney would value the support of a Princess in Copenhagen.

Ian Johnson, Out Now
June 9, 2009

TOPICS: Princess Mary. Copenhagen. OutGames. Lesbian and gay sports. Mark Burrows. Wett Ones. Gay and lesbian surf lifesavers. Sydney Gay and Lesbian Mardi Gras parade. Diversity and equality. Denmark. Sydney's Wett Ones gay and lesbian swimming sports team have invited Princess Mary of Copenhagen to next month's OutGames sports festival.

Crown Princess Mary, of Denmark is a woman that Australians have taken to their hearts.

After meeting the dashing Crown Prince Frederik, in Sydney during the 2000 Olympic Games, then falling in love and becoming Crown Princess - Mary, nee Mary Donaldson of Hobart, has become something of a living fairy tale.

Now, Princess Mary gets the chance to show her support for her home country during the forthcoming invasion of Denmark in next month's World OutGames.

Dear Mary...

One of hundreds of teams from around the world in all kinds of sports competing in next month's OutGames is Sydney's impressive Wett Ones swimming squad.

The Wett Ones are a great outfit - they are a gay and lesbian swimming group, fromed back in 1991, who invite anyone to join them - gay or straight - to foster the goals of community understanding, mutual support and fitness.

This group is sending almost one in every four of their 82 members all the way from Sydney to Copenhagen to compete in the Copenhagen World OutGames.

One of the team, Mark Burrows - who also organized the now iconic gay and lesbian Surf Lifesavers in Sydney's annual Gay and Lesbian Mardi Gras - has just sent the Crown Princess Mary a letter inviting her to cheer the team on during the OutGames in Copenhagen.

The Mary Foundation

Her Royal Highness is Patron of The Mary Foundation - an organization that has as its stated objective the fact that 'Everyone has the right to belong'.

"I strongly believe that every individual has the right to belong to a community and to know that there are people who understand them and are concerned for their wellbeing. And this belief is the basis for The Mary Foundation," says Crown Princess Mary.

I will be there next month in Copenhagen to give a presentation on gay marketing at the invitation of the International Gay and Lesbian Chamber of Commerce.

You never know - if the Wett Ones swimmers get lucky, maybe I get to meet Crown Princess Mary.

Let's hope Her Royal Highness might be inclined to stop by. It would mean a great deal as a message of support to many, many lesbians and gay men - from all around the world.

Letter to Crown Princess Mary of Denmark

Her Royal Highness The Crown Princess of Denmark
The Mary Foundation
Amaliegade 8 B
DK-1256 Copenhagen K

Tuesday 9th June 2009

Dear Your Royal Highness,

I write to you on behalf of Wett Ones Swimming Club in Sydney, Australia. We are a gay and lesbian swimming club; welcoming anyone, gay or straight to join us. We will be visiting your home city of Copenhagen to compete in the 2nd World OutGames from the 24th of July until the 1st of August 2009.

Wett Ones was founded in 1991 and currently has 82 active members, 18 of which will compete in Copenhagen. We have been training hard over the last nine months and all hope to break personal records and hopefully take home a couple of medals.

The OutGames will be a melting pot of people from the world over, coming together in the name of sport. As you would no doubt be aware, events such as this are not just about the sport – people meet life partners and lives change in ways previously un-imaginable. How could anyone forget Sydney 2000 and Princess Mary?

I am writing to you via your ‘Mary Foundation’ which I understand supports issues such as diversity and assisting people with belonging to their community. This is something people in the gay and lesbian community are acutely aware of and we applaud you for recognising such an important issue. It is only when we feel like we have this sense of belonging that we can contribute back to our community.

Although this is short notice and an even shorter long shot; if you are in Copenhagen during our stay we would appreciate any support or involvement you would be able to give. For instance, to see you at the brand new Bellahøj Swimming Arena would be great.

We realise you are a very busy Princess with many obligations and many people to see but if you are feeling a tiny bit homesick then why not come and meet some fellow Australians. Support 'the old country' and reminisce about how your life changed in such unimaginable ways back in 2000.

Sincerely,

Mark Burrows
Wett Ones Swimming Club

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

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

-------------------
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.

Levi's Comes Out For Gay Marriage

2009-06-03T22:14:00.011+02:00

Today New Hampshire voted to legalize gay marriage in that US State. One California company, Levi's jeans, has a gay friendly history. Now, as more US states vote in favor of gay marriage, the Levi Strauss company has made its boldest retail marketing statement yet - in favor of US gay marriage rights.

Ian Johnson, Out Now
June 3, 2009

TOPICS: Levi's Strauss, gay marketing strategies. Lesbian and gay equality. Jeans marketing. Clothing and textiles. US gay and lesbian community. LGBT equality rights. Business news. Levi's jeans puts gay marriage rights forward in its retail marketing.

Levi's jeans is one of the more gay friendly brands, and has been for quite some time.

Out Now has been tracking Levi's gay market strategic development activities going back almost twenty years.

From support of gay and lesbian staff through LGBT equality and diversity policies, to advertising in gay and lesbian media to staff devoting their time to gay rights and causes on the company's charitable '501 Days'.

Now, the company has come out front and center in support of equality for marriage rights for all Americans - including gay and lesbian people.

Gay Market News has long made the point that we at Out Now believe that it is not really about gay rights, or even about 'gay marriage', it is - at its most basic - all about love.

Levi's retail marketing in the US now sees the store mannequins sporting distinctive white knots - a symbol in favor of gay marriage equality for all Americans.

The company is unlikely to be seen by many in a cynical light on this.

When a brand takes a consistent and supportive stance in relation to marketing and supporting their gay customers, they earn a lot of gay community support 'credit points' - much of which translates into brand loyalty, which a campaign such as their current retail marketing 'White Knot' campaign can only serve to strengthen.

Levi's look good and people can feel good about their brand choice by knowing they are helping build a more equal future.

You can watch the gay Levi's TV ad at our YouTube.com/GayMarketing channel.

The White Knot campaign supports the right of gays and lesbians to marry.

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

-------------------
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 Diversity Economic Forum at Europride in Zurich

2009-05-30T18:23:00.008+02:00

Zurich, Switzerland takes center stage in the world of LGBT diversity and gay marketing this week.

Ian Johnson, Out Now
May 30, 2009

TOPICS:egma - European Gay Managers Association. IGLCC - International Gay and Lesbian Chamber of Commerce. Network. Zurich, Switzerland. LGBT Diversity issues. Out Now. Gay marketing. International LGBT Economic Forum.

Next week the city of Zurich takes center stage in the gay universe with the annual Europride celebrations taking place there.

Europride culminates next week on June 6 with a huge street parade and gay community party.

Before that there are many and varied cultural and community events taking place all across the wonderful Swiss city of Zurich.

One event that I have been privileged to be invited to speak at is being hosted by the Swiss Network organization for gay managers and professionals, in conjunction with egma - European Gay and Lesbian Managers Association.

International LGBT Economic Forum

This is part of the Zurich Europride 2009 series of cultural events.

The focus of this forum is very interesting, and brings together a powerhouse of lesbian and gay managerial decision-making talent.

LGBT Diversity & Inclusion: Friend or Foe? -- is the theme for the event, and it promises to be an action-packed collection of high-level plenary sessions and in-depth workshops running over two days in Zurich on June 4 and 5.

There are so many impressive speakers: including Angelo Caltagirone, President of egma and member of the board of Network; David Pollard, board member of the International Gay and Lesbian Chamber of Commerce IGLCC; Andreas Citeck, Global Business Development Executive, IBM Diversity Solutions; Erika Karp, Head of Global Sector Research, UBS Investment Bank; and Urs Eberhard of Switzerland Tourism.

The sessions are thought-provoking and promise to stimulate a lot of discussion, and probably some energizing debate too.

As well as the various plenary sessions, there are workshops and round-table discussions - all with some of Europe's leading management talent.

I am particularly looking forward to a presentation being given by Andreas Citack of IBM Diversity Solutions: Competitive Edge From Diversity and Inclusion: Real or Imagined? That is a topic that seems likely to focus delegates' minds on the overall LGBT Diversity and Inclusion theme of the forum as a whole.

If you are amongst those lucky enough to be attending this event, please do be sure to come up and say hello.

The International LGBT Economic Forum runs June 4 - 5, 2009 at Technopark, Zurich, Switzerland.

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

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

-------------------
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 Apprentice Targets Gay Market

2009-05-26T17:58:00.014+02:00

Gay and lesbian travel market branding is not something new. But it is for one place. TV's reality show 'The Apprentice' where UK contestants recently tried their hand at 're-branding' the faded UK seaside town of Margate as a gay destination. Learn how badly they went wrong. And why.

Ian Johnson, Out Now
May 26, 2009

TOPICS: Gay market branding. Lesbian and gay market research. UK lesbian and gay marketing. The Apprentice. Margate, UK seaside resort. BBC TV. The Apprentice BBC TV show in the UK attempts to re-brand Margate as a gay target travel and leisure destination.

Reality TV is a taste I rarely enjoy.

One notable exception is the UK version of Donald Trump's corporate reality program - The Apprentice.

This year's offering has to me seemed weaker than any before it.

Nonetheless it was interesting to watch when the hapless contestants were given a task to 're-brand' a seaside UK destination - the town of Margate in Kent.

Margate and the Pink Pound

The format of 'The Apprentice' TV show is consistent across weeks, across continents, and across versions.

A collection of contestants vie for the 'best' result each week, and are rewarded. The losing team then slug it out in front of the high profile corporate celeb - which in the case of the UK program is the founder of Amstrad Computers, Sir Alan Sugar - and where one of them each week gets to hear that farewell catchphrase: "You're fired!"

When Sir Alan Sugar asked the teams to choose how to best re-brand the seaside town of Margate, one team decided they would target the gay market and attempt to turn Margate into a pink pound tourism magnet.

Their idea was not entirely flawed, although their execution almost entirely was.

What went right?

The team that decided to pitch Margate at the gay travel market did do some things right.

They travelled to the destination and did some fieldwork research. Admirable first market research step.

Admittedly this appeared to consist of not too much more than quizzing some locals about the gay life of Margate, but at least they apparently recognized some kind of need to identify existing product 'assets' they could seek to utilize in their re-branding exercise.

I would like to have seen them doing much more research asking non-Margate gay people - ie their key target audience - what things might attract them to consider a seaside vacation in a town like Margate.

They also had a gay team member who had some say in the selection of their models for a photo shoot campaign for a resulting tourism brochure and poster. (This worked okay, but many times having a gay staff member at a company in charge of corporate gay marketing strategy can be a recipe for disaster - as the individual in question can incorrectly seek to project their own personal experiences of gay life out onto the gay market at large. Usually a costly marketing error ensues.)

Having said that, little about their efforts made an impact likely to attract any kind of serious tourism success for Margate from the gay tourism market.

What went wrong?

There were so many things to fault the hapless team on that I will stick to just a couple.

Time management by their team leader appeared woeful.

We all know that deadlines can sharpen the mind's focus - but cruising blithely through a deadline, without even making any serious effort to complete their brochure, was clearly a fundamental error.

What was even worse though was the actual content they put into their brochure and their poster.

The graphic design visuals used by the team were 'tired' - shall we say. The font really looked like it would be more at home on the BBC's retro hit Ashes to Ashes than on The Apprentice.

The text on the poster was more than excessive in quantum, to say the least.

The worst mistake?

While it is hard to say what was the worst mistake made, it is quite likely their misguided attempt to use a rainbow flag map of the UK showcasing gay centres such as London, Manchester and Brighton and adding in 'Margate' as a fourth name on the map.

This really is unforgiveable as a fundamental error against the most basic of 'Gay Marketing 101' principles.

Margate is not, and likely never will be, a gay centre of the likes of those other cities.

So do not attempt to sell it as such.

There are plenty of good reasons to give lesbians and gay men to discover the joys of a holiday to Margate.

Trying to position the town as a leading UK 'gay capital' is definitely not one of them.

What they should have done?

First step - research. Find out what the target market (ie gay people not from Margate) think of the place.

Then consider the product. How could the location augment its product to better appeal to a gay audience.

For example, register local hotels into the GayComfort training, accreditation and marketing program to show the target audience that the product on offer in Margate would do a good job in service delivery to their needs.

Look into distribution. How should this audience best be reached? Online distribution is a key sales strategy with the gay market, and so partnering with effective and established gay travel and tourism operators could help do a lot to shore up any marketing effort applied by the team themselves.

Improve their woeful marketing. The little we saw of the team's marketing efforts really were sad - and misguided.

Martine Ainsworth-Wells, Marketing Director at VisitLondon - known to readers of Gay Market News - made some well considered remarks in the show's wrap-up episode.

The marketing nutshell?

In gay marketing - as with any effective form of market development strategy - the basics always apply.

In a nutshell - understand the target market, and their needs, then set about meeting those needs. Pure marketing basics.

It would work with Margate - or for Stockholm, or Berlin or Tel Aviv - or any of the many destinations that Out Now currently does exactly this kind of work with.

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

---------------
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.

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

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

IGLTA Rocks Gay Market in Toronto

2009-05-21T09:29:00.014+02:00

Toronto, Canada was the focus of the gay and lesbian travel market this month when the IGLTA annual convention rolled into town.

Ian Johnson, Out Now
May 21, 2009

TOPICS: International Gay and Lesbian Travel Association annual convention. Toronto, Canada. Lesbian and gay marketing. Out Now. IGLTA. GayComfort online training and accreditation marketing program. GLBT travel and tourism. Creating Cost-Effective Marketing Strategies. IGLTA convention held in Toronto, Canada.

Toronto, Canada has just found itself at the center of the gay and lesbian travel marketing universe.

The International Gay and Lesbian Travel Association - IGLTA - has just concluded their annual convention in Toronto - an event that saw the great and the good of the lesbian and gay tourism marketing fraternity gather for four days of strategy, marketing - and fun.

One of the more exciting developments was the launch of various committees dedicated to enhancing the organization's focus on specific areas of future growth and development of lesbian and gay travel and tourism marketing.

I was invited to join the Education Committee - and it was very encouraging to see the high quality of ideas that resulted from the synergy of collaboration between all members of our Committee.

The business opportunities that arise from the IGLTA convention are very strong and for serious players in the world of gay travel, the IGLTA event is a 'must-attend'.

Creating Cost-Effective Marketing Strategies

Out Now presented an educational seminar that was all about how to utilize a range of smart marketing options that are low-cost, high-value opportunities to increase sales in today's challenging marketing environment.

It was a great experience to interact with so many esteemed colleagues from the world of travel marketing.

I was also pleased to learn a new acronym - SRO - that apparently means 'standing-room only'.

UPDATE: Watch Out Now Gay Marketing Class video here.

During this cost-conscious session I covered a lot of ground, including how to integrate social marketing online sites into an overall marketing strategy. We looked at Facebook, flickr, Linked-in, YouTube, Blogger and more.

Ideas about cost-effective PR marketing techniques were included - such as making effective use of databases and email marketing, as well as online and direct media approach integrated marketing techniques, to garner serious media coverage for your business.

We also reminded people that so-called 'old media' PR - involving journalists working at print media products - can often deliver far greater reach than the new media darlings of Web 2.0 fame.

Most importantly, whatever you do in terms of marketing, be sure to apply Return-on-investment (ROI) practices to really measure whether all the time you invest is making money for your business.

"Remember the point. To sell stuff." - That was a phrase I mentioned more than once about various aspects of the seminar.

It was really encouraging to see the large numbers of people taking detailed notes - and coming up to say how much they got out of the presentation. This was a very satisfying presentation to make and it was really gratifying to see it be so well received.

A great level of questions rounded things out with interaction between audience members helping all attending to take out some great budget-saving marketing ideas from the session.

We are planning to upload the video of the presentation to our YouTube.com/GayMarketing channel - and will update all readers of GayMarketNews.com about this soon.

Media Trade Show

Saturday morning at the convention included the annual media trade show.

I attended for the GayComfort Global Media Partners Network - and we are really pleased with the new gay travel marketing opportunities that have resulted for GayComfort media partners - and all our GayComfort members.

The media trade show highlighted the best of gay media from around the world.

Increasingly gay media continues to evolve to set new standards of professionalism and quality, making it much more effective for corporate clients we sell into gay media worldwide.

There are also some more exciting GayComfort announcements that will be made soon.

One more thing...

Air Canada Vacations announced a new partnership with GayComfort at the IGLTA convention.

More information of that and the benefits it delivers to gay and lesbian travelers is to follow...

For a detailed look at pictures from the IGLTA convention click on GayMarket at Flickr.

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

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

-------------------
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.

Gay at Eurovision

2009-05-17T10:48:00.022+02:00

The annual pilgrimage to TV screens by gay people the world over has ended. Boy-wonder Alexander Rybak of Norway won. And gay issues are as prominently linked to Eurovision as ever. Learn how.

Ian Johnson, Out Now
May 17, 2009

TOPICS: Eurovision. Gay and lesbian community. Gay market. Lesbian and gay marketing. Transgender. LGBT. Dana International. Israel. Graham Norton. Peter Tatchell. Alexander Rybak. Gay people and their connection to Eurovision.

Well that is over for another year.

One of the things that makes me pleased to live in Europe is the annual gay and lesbian pilgrimage to TV screens that millions of people make to watch the slow-motion car crash of music that is the Eurovision Song Contest.

This show makes you stop and scratch your head in wonderment that the best music that a continent - plus Israel, Russia and a few other Euro-hangers-on - can produce so often seems to involve a woman onstage playing an accordion, or a group of people pretending to play violins.

This year the cute-as-a-button 23 year old flirty young male singer and musician - Alexander Rybak - represented his adopted country of Norway and won with a record-setting lead in votes.

So what's the gay market appeal?

Eurovision has attracted the intense interest of gays and lesbians since around the time that the broadcasts were commenced in color - and that evergreen gay favorite - ABBA - took home the Eurovision prize in Brighton in 1974.

In the UK the event is telecast on state broadcaster BBC-TV.

This year's BBC telecast was hosted for the first time by out gay TV celebrity, Graham Norton.

Graham Norton is one of the new-wave of gay celebrities who has been openly gay - and very successful - since their careers began. More power to others like them.

Norton's nodding and winking gay sensibility was perfectly suited to the event for the many gays and lesbians holding Eurovision parties all across the UK.

Color and Movement

The point about Eurovision is all about stereotypes.

Out Now spends a lot of time educating clients how to get past the stereotypes that the media propagate about gay people.

Yet this one night of the year - sort of like some Europe-wide televised Pride fest - seemingly makes it okay for all to let loose, with gay abandon; and to ponder, marvel and laugh at the entertainment - watching OTT campy, colourful outrageous performances, ever so occasionally mixed with serious musical attempts to be crowned Eurovision winner.

Stereotypes are not reality for most nights of the year but - with Eurovision as with gay Pride festivals - on these very rare occasions it is so much fun to let loose and get imbibed with Euro trash stereotypes.

Watching the lighting and choreography - as well as the camped up gay market appeal - makes for a fairly innocuous fun evening's entertainment.

Alexander Rybak was a very easy-on-the-eye contestant for the millions of gay male voters across Europe. As was Sakis Rouvas for Greece and Alex Christensen of Germany who was joined onstage by burlesque celebrity Dita von Teese.

Ukraine's Svetlana was joined by some very muscled Roman gladiator-esque dancers.

The 2009 UK entry was penned by Lord Andrew Lloyd-Webber.

Gay appeal and Eurovision are seemingly intertwined.

Israel was rejoicing and conflicted over the Eurovision win in May 1998 in Birmingham of Dana International - that country's biggest female transsexual star.

Gay rights

Graham Norton correctly pointed out to his BBC UK audience that this year's event was marred by "heavy handed" police tactics.

What he neglected to mention was that this occurred in the context of a gay rights demonstration.

Russian police earlier in the day arrested dozens of gay and lesbian Pride march attendees seeking to highlight the dire lack of equality suffered by Russian gays and lesbians.

Veteran UK campaigner Peter Tatchell was amongst those arrested then later released.

It leaves a bitter taste in this night of light entertainment to know that Russia continues to refuse to join a modern Europe acknowledging and accepting lesbians and gay men as equal.

Russia did not score well in the evening's vote - and next year's competition is off to Oslo, Norway.

Norway was the first country in the world to enact an anti-discrimination law protecting homosexuals.

Russia - take note.

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

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

-------------------
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.

Tel Aviv Gay and Lesbian Tourism Expo

2009-05-05T17:14:00.007+02:00

One of the newest - and most impressive - tourism destinations targeting the lesbian and gay traveler is Tel Aviv. Now comes details of a significant new travel marketing opportunity. Learn more.

Ian Johnson, Out Now
May 5, 2009

TOPICS: Tel Aviv. Gay and lesbian travel marketing. Gay marketing. LGBT tourism. Jerusalem. Jewish culture. Lesbian and gay destinations. Destination marketing. CVBs.

It is always exciting to discover new opportunities in life.

I spent the past few days discovering what makes Tel Aviv one of the up and coming 'hot' new destinations for gay and lesbian travel.

Thanks to the people out there I met with, I left utterly convinced that Tel Aviv is set to see a growing number of lesbian and gay travelers keen to discover the new 'in' destination.

What astounded me was the difference between what I usually see reported about Tel Aviv in the media, and what I actually saw on the ground.

Suffice to say that after CNN, Fox and Sky News pack up their cameras and chase their next drama, Tel Aviv gets on with the business of life.

Big business

One of the exciting new developments is the inaugural TLV Gay and Lesbian Tourism Expo - happening next month.

For a miniscule amount of money - travel companies, hotels, airlines, destinations, online booking agencies and more will get to showcase their wares to an eagerly receptive and growing gay and lesbian market over in Tel Aviv.

Out Now is pleased to be involved, and be sure to mention us if you are quick enough to take advantage of the special reduced price offer to get your tourism business out in front of more than 12,000 new gay customers next month. This will be the biggest event happening in Tel Aviv on June 12.

Here are the essential '101' details:

TLV Gay and Lesbian Tourism Expo

On Friday June 12, more than 12,000 gays, lesbians, families and friends will all be in one place. At the GLBT Community Center in Tel Aviv. 12,000+ customers — looking to learn more about gay travel.

As a high growth market region, your participation at the TLV Gay and Lesbian Tourism Expo in Tel Aviv will be one of the smartest marketing decisions you will make this year.

Some key facts.

Timed to coincide with the start of the 2009 tourist season.
Low cost
Prominent event position
Strategic location
5 hours of crowds before start of Tel Aviv Pride parade
Priced from just USD$350 — taking a stand at this event is a minimal expense in one of the world’s fastest growing gay markets.

Special rates apply only until 15 May, and remaining spaces are limited, so don’t miss out. Act now. Special bonus discount of up to USD$100 for IGLTA members.

For information, and to register today, contact:

Shai Doitsh
Head of Gay Tourism, Aguda
City of Tel Aviv
shai@glbt.org.il
www.GayIsrael.org.il
Phone: +972 - 50 - 382 0125

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

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

-------------------
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.

GayComfort and IGLTA - New Gay Travel Market Partnership Announced

2009-04-29T08:42:00.007+02:00

The leading international organization for international gay and lesbian travel - IGLTA - has announced a partneship with Out Now's groundbreaking GayComfort online training, accreditation and marketing program. Learn more.

Ian Johnson, Out Now
April 29, 2009

TOPICS: Out Now. IGLTA. GayComfort online training and accreditation marketing program. International Gay and Lesbian Travel Association annual convention. Toronto, Canada. Lesbian and gay marketing. GLBT travel and tourism. New Out Now - IGLTA partnership sees GayComfort delivers enhanced quality product to the lesbian and gay consumer market.

FOR IMMEDIATE RELEASE

Los Angeles, US (OUTNOW/IGLTA) April 29, 2009 -- Leading gay marketing specialists Out Now and the International Gay and Lesbian Travel Association (IGLTA) have announced a new partnership to help improve the quality of staff service delivered to the lesbian and gay consumer market.

Lesbian and gay travelers regularly rate how welcome they are made to feel as being the most important marketing factor affecting their travel decisions.

For years, this has meant many gay people having to pretend to be ’in the closet’ when on vacation, for fear they might not be treated equally with the respect accorded to other travelers.

GayComfort is Out Now’s innovative training, accreditation and gay marketing program - the only one of its kind designed to address this issue by delivering online training directly to staff working in hotels, tourist attractions and travel agents across the world. Staff learn how to better understand the travel concerns of their gay customers.

"Setting the industry standard"

GayComfort has been described as "setting the industry standard" for the effective training of staff on gay and lesbian sensitivity travel issues.

All hotel, attractions and travel agent delegates to the IGLTA annual convention will receive a complimentary 2009 GayComfort membership and one training package (a USD$118 value).

This valuable and important offer helps fulfill an important objective of the IGLTA - to enhance the quality of the travel product marketed to lesbian and gay travel consumers.

"IGLTA is pleased to be partnering with Out Now to bring better lesbian and gay travel market staff training to the global travel industry, thanks to the innovative GayComfort program," says Tom Nibbio, IGLTA Global Ambassador.

"Gay and lesbian travelers consistently remark that ’the missing link’ in the gay travel experience is knowing that they can relax and be themselves when on vacation," said Nibbio. "GayComfort solves that issue, by setting the industry standard for gay travel training. As a result, gay consumers know they can book and relax at every stage of their vacations. GayComfort is a great product for the travel industry wanting to tap into the multi-billion dollar global gay travel market."

Gay market travel concerns

GayComfort comprises a suite of online training knowledge for staff working in the travel industry worldwide. It covers key areas of gay travel concern such as appropriate terminology, debunking stereotypes and provides practical tips on how staff can make their lesbian and gay customers feel comfortable being themselves.

According to Ian Johnson, CEO of Out Now, GayComfort meets an important market need: "It is not about treating gay people differently, it is about teaching staff the skills they need to extend the same welcome that allows all other travelers to relax and be themselves on vacation without even thinking about it. Understanding the concerns of gay travelers makes all the difference - and GayComfort gives staff the practical knowledge they need to do this."

Existing GayComfort members do not miss out either - Out Now will credit their GayComfort membership with five training credits (a USD$95 value) after they register for the IGLTA convention. Destination CVB tourist offices that are IGLTA convention delegates also benefit - with 50% discount on Preferred Partner 2009 status in the GayComfort program (worth at least USD$2,500).

IGLTA Annual Convention - Toronto, Canada

To receive this valuable benefit, IGLTA members simply complete their IGLTA Annual Convention delegate registration, and then contact support@GayComfort.com - to redeem their complimentary membership, and full GayComfort accreditation and marketing benefits package from Out Now.

"IGLTA is the recognized leading industry body in the area of gay and lesbian travel, and Out Now is pleased to work with them to bring better levels of customer service to the travel industry and better gay marketing to the lesbian and gay communities," Johnson says.

Details of GayComfort are available at http://www.GayComfort.com and also at http://www.YouTube.com/GayComfort -- to register for the Toronto convention visit http://www.IGLTA.com/convention. On-site registration is also available.

IGLTA is the world’s leading authority, resource and representative of gay and lesbian travel. Its membership of more than 1,400 is located in 55 countries around the world and consists of accommodations, airlines, tour operators, travel agents, tourism offices and other key players in the tourism industry.

Out Now was established in 1992, and is a recognized leader in the development of gay and lesbian travel and gay consumer marketing around the world. Clients include Lufthansa, German National Tourist Office, South African Tourism, Barclays Bank, Citibank, Toyota and IBM. Out Now is presenting an educational seminar at the IGLTA Annual Convention on ’Cost Effective Marketing’. AdWeek called one of Out Now’s recent gay advertising campaigns "the year’s most talked about tourism ads."

GayComfort is a trademark of Out Now.

The IGLTA annual convention runs from May 7 - 10, 2009 in Toronto, Canada.

For further information contact:

Ian Johnson
CEO, Out Now
Phone: +1-310-878 4878
info(at)outnowconsulting.com
http://www.outnowconsulting.com
http://www.GayMarketNews.com
http://www.GayComfort.com
YouTube.com/GayMarketing
YouTube.com/GayComfort

Tom Nibbio
Manager - Partnerships
Phone: +1.815.621.6464
Fax: +1.312.595.1955
E-mail: Tom@IGLTA.org

###ENDS###
---------------

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

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

-------------------
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.

Vale David Hiscock

2009-04-25T10:33:00.016+02:00

One of Sydney's leading and most-loved gay DJs - Mr David Hiscock, died today. His life spanned the growth of Sydney's gay and lesbian community, from underground to mainstream.

Ian Johnson, Out Now
April 25, 2009

David Hiscock, one of Sydney's leading gay DJs has died.

With a career that spanned more than 30 years in music, David was one of the most well known and popular DJs of the Australian gay community.

After arriving in Sydney from Melbourne at the end of the 1970s, he spent years DJing at legendary venue The Newtown Hotel - and since 2004 had been a resident DJ at Sydney's The Midnight Shift.

His life touched many people.

In 2009 his retro-music set at the Sydney Gay and Lesbian Mardi Gras was widely acclaimed by many to be the pick of the event's highlights.

His personal favourite theme song was Gloria Gaynor's "I Will Survive".

David Hiscock died this morning of a heart attack at his home.

His death has shocked many in the Sydney gay and lesbian community for whom dancing to David's track list was a regular and happy occurrence.

A remembrance event will be held at The Midnight Shift in Oxford Street, Sydney at 9pm (AEST) on Saturday 25 April.

It must be true that there are gods that can dance. Now they have the music.

David Hiscock played the soundtrack to people’s lives.

For me it will be never forgetting how he played the 12-inch dance mix of ABBA - 'The Visitors' at the 1988 Mardi Gras.

My first Mardi Gras - and his first as DJ playing at that event. I remember visiting his place just before that MG and him talking excitedly at length about his plans for the music he would play.

I last saw him two years ago at The Midnight Shift - and he played ‘The Visitors’ by ABBA again when he noticed I was on his dance floor. Very David.

Then, when you looked up at the DJ box, he smiled back at you to let you know he remembered the special song you liked. I expect thousands of people could tell a similar story.

That is how he was. A lovely man in a community where we need more like him.

His smile and his clear joy at playing the music - for all of us - is a lesson in a life very well lived.

Vale David - and thank you for the music.

With love,
Ian Johnson.

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

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

-------------------
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.

IGLCC Annual Congress - A 'Must Attend' Event

2009-04-23T21:26:00.008+02:00

The leading global organization focused on corporate diversity and gay and lesbian business issues is the IGLCC - and their annual convention is headed to Copenhagen this Summer. Learn more.

Ian Johnson, Out Now
April 23, 2009

TOPICS: IGLCC. International Gay and Lesbian Chamber of Commerce. OutGames. Copenhagen. Denmark lesbian and gay sports and cultural festival. IGLCC second annual convention. International Business Equality Index IBEI.

Business is increasingly globalized.

That is reflected in the growth of lesbian and gay business and marketing relationships, which are mirror this market trend towards business being done on a global scale.

The peak industry body responsible for focusing global attention on such matters is the very professional International Gay and Lesbian Chamber of Commerce - IGLCC.

We will be talking more about the important work this group does over coming months.

One very important note is that companies around the world are currently registering to take part in the IGLCC International Business Equality Index. To be included in the 2009 index, companies need to register by April 30. Details on how to register are to be found online here.

IGLCC Annual Congress

IGLCC is an organization growing in stature, and growing fast.

Their second annual convention is being held in association with the global sports and cultural event - OutGames - taking place in Copenhagen, Denmark.

The world of business will be focused on gay diversity and business matters like never before from July 27 - 29.

There is a special 20% discount offer in place, but that ends by April 30.

By attending you will benefit from the following:

A series of workshops on current LGBT business issues delivered by renowned international speakers
Keynote speeches
Presentation of the IGLCC awards
Networking events
The exciting media unveiling of the first International Business Equality Index results
And all Outgames cultural and sporting activities for the week of July 25th to August 2nd

To make sure you register - and get to save 20% discount - you need to act now by following the instructions on the IGLCC website (click here for details).

Out Now is among the organizations to present to delegates - on lesbian and gay marketing issues - at the IGLCC Congress this July.

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

AdWeek recently 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 recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.

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

-------------------
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.