Mr. Guaracino

Diversity Issues

Ten Ways to Execute an Effective PR Campaign Aimed at the Gay Traveler

By Jeff Guaracino, Vice President, Communications, Greater Philadelphia Tourism Marketing Corp

In niche markets such as the gay and lesbian traveler, your potential customer is easier to reach as compared to the mainstream traveler. Why is this? Quite simply, compared to the mainstream and multicultural markets, there are fewer media outlets and web sites that focus on travel and travel related stories. While more limited than other segments, there is ample opportunity to build visibility for your property through media relations. Combining media relations with public relations will give you a one-two punch to really make an impact.

To provide context for this article, let's first define what I mean by public relations and media relations because they are quite different. "Public relations" means anything in the "Jeff's Top Ten List" below that directly involves dealing directly with gay and lesbian travelers without a filter. The term "media relations" refers to anything in the list below that involves a conversation with a gatekeeper or opinion maker like a reporter or an editor.

Right off the bat, let's be straight, you don't have to be gay to build an effective, low-cost, high-impact public relations and media relations campaign aimed at the gay traveler. However, you do have to have a familiarity with the gay, lesbian, bisexual and transgender community (GLBT) to have credibility. Without credibility and familiarity with the customer you are trying to market to, you will not be effective no matter how brilliant your plan.

Now, we are ready to build and execute an effective public relations and media relations campaign on a tight budget. I am going to share with you ways to bring business to your hotel NOW!

Jeff's Top Ten List

1. Quickly get the pulse on today's gay and lesbian traveler.
   There are lots of free and low-cost resources out there to help familiarize you and your team on the economics of the gay and lesbian travel market. Before embarking on your own media relations and public relations campaign be sure to get a reality check on what's current. Check out the International Gay and Lesbian Travel Association web site at www.iglta.org. You might also download a complimentary abstract of the 13th Annual LGBT Tourism Report from Community Marketing Incorporation at www.communitymarketinginc.com. For those looking for European research statistics, a new study, Outright Research, will be available in April 2009. Check out www.outrightreserach.com. There is also my book, Gay and Lesbian Tourism: The Essential Guide for Marketing (available at www.amazon.com).

2. Time is money, so use your time wisely
   Consider hiring an agency that specializes in the gay and lesbian market. They have the experience to know what works and what doesn't work. They also have a luxury that you might not have right now such as time, credibility, media lists, relationships and people. While agencies don't work for free, they can more quickly get you results saving you time and earning you publicity, which in turn earns you revenue. Among the most well-known and cost-effective agencies are Andrew Freeman and Company (www.andrewfreemanandco.com), Witeck-Combs Communications in Washington, D.C. (www.witeckcombs.com), Out Now Consulting in London, United Kingdom (www.outnowconsulting.com) , TOM Consulting, Ltd in Munich, Germany or Anne Cousineau Public Relations in Toronto, Canada. One of the leading minds in social media for gay travel is Matthew Skallerud, president of Pink Banana Media (www.pinkbananamedia.com).

3. Be unique and distinguish your hotel
   Now that you are armed with the latest consumer data, is your product the right fit for the times? Brainpower and creativity are among the most cost-effective public relations and media relations tools because good ideas are essentially free, so ask your colleagues. Don't be a one man (or woman) band. Consider what hotel packages that you offering the gay and lesbian traveler that could be newsworthy or buzz worthy enough to get attention from the media and blogs. Try to avoid common terms such as a "Rainbow Pride Hotel Package," which won't get noticed much at all. What else about your hotel, your staff, or about your destination could you put a gay twist on? Subscribe (for free) to Google's news alerts with the terms "gay tourism." Is there something in the news that you can tie-into and make into a newsy press release.

4. Practice what you preach
   In this economy, now is especially important to engage your gay and lesbian employees. They are an effective, close-by, low-cost public relations tool. By including them in your public relations and media relations efforts, they can help you build credibility with the media and they could provide access to new business through their professional and personal networks. Some employees might be open to leveraging their Facebook accounts to promote the hotel to their friends and relatives. Review your policies on gay and lesbian employees as the media just might ask: how do you treat your own employees? If your company has fair, inclusive and non-discrimination policies for gay and lesbian employees at the property or corporate level, then promote it.

5. Build a 12-month and 24-month plan
   In this period of economic adjustment, start with a 12-month plan. Your public relations plan might include attending gay consumer travel expos, attending the local gay chamber of commerce events, hotel giveaways or creating new collateral. Your media relations plan might include distribution of press releases through the Outnewswire, a specialized press release distribution service provided by the National Lesbian and Gay Journalists Association and Witeck-Combs Communications. Your media relations plan might include costs for a photo shoot at your hotel lobby with real (not pretend) gay travelers. It is essential to build this market over time, so start planning on year two now.

6. Get ready to go by building your tool box
   Your media relations plan should include your "tool box," the stuff you will need to do a media relations campaign effectively. Just like a plumber needs tools, a good media relations program requires the tools that will help earn that "free" publicity. First you must invest in the written word. Content is king these days. You are going to need press releases. Hire a local, freelancer writer to help you. A great tip is to call the editor of the local gay newspaper and ask them for recommendations on good freelance writers. Don't forget to include social media as part of public relations tool box. Facebook and other social networking sites like it are great for building awareness but while free, it does take time. Journalists are found of Twitter.

7. Get (domestic) partnered
   A great public relations tip is to partner with local GLBT events because it puts your hotel's name directly in-front of the gay and lesbian traveler. Ask the event producer to include your hotel name or to create an official designation for your hotel in exchange for a trade in room nights or some complimentary meeting space. Encourage them to invite the media to attend their event and host that journalist at your hotel.

8. Face time and building new leads
   It is essential to begin building a relationship with the gay and lesbian traveler now. One of the best ways to do this is in a public relations effort is by exhibiting at a gay and lesbian travel expos such as the HX Gay & Lesbian Travel Expos. This gives you direct face time with the public. As for media, don't be shy, send an email to a new journalist you have never met and introduce yourself. Email is free.

9. Show off your assets
   Invite the media to your property and partner with your local tourism promotion agency to create a destination press trip. The best way to get on those coveted "best hotel" lists in the gay media is to have the media experience the room, amenities, restaurants and spa your hotel has to offer.

10. Learn from others
    Now is the time to avoid the common mistakes such as using incorrect or offensive terminology; or that your property isn't really gay-friendly; or using straight people in photos; and inconsistency. Consider attending conferences such as the International Conference on Gay and Lesbian Tourism (November 1-4, 2009) in Boston. There you will hear from others just like you.

Jeff Guaracino is VP of communications for the Greater Philadelphia Tourism Marketing Corporation (GPTMC). He manages national and regional communications, the visiting journalist program, content development and corporate communications. Jeff specializes in communications programs to African-American, Hispanic, Canadian and gay and lesbian travelers. The Greater Philadelphia Tourism Marketing Corporation (GPTMC) makes Philadelphia and The Countryside® a premier destination through marketing and image building. Mr. Guaracino can be contacted at 215-599-2290 or jeff@gptmc.com Extended Bio...

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