Ten Ways to Execute an Effective PR Campaign Aimed at the Gay Traveler
By Jeff Guaracino Vice President, Communications, Greater Philadelphia Tourism Marketing Corp | April 01, 2010
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
Quickly get the pulse on today's gay and lesbian traveler.
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 ).