Greater Fort Lauderdale groundbreaking multi-audience advertising campaign launching in mainstream and LGBT media.
The Greater Fort Lauderdale Convention & Visitors Bureau will launch a new global marketing and advertising campaign tomorrow, January 9 featuring three transgender models. The campaign, which also features straight, gay and lesbian models, follows the destination’s long and storied history in LGBTQ marketing and is directed at a largely millennial and younger mind-set audience to showcase the destination’s image as an authentic, diverse and inclusive brand.
The new advertisements, covering a full-spectrum of destination lifestyle experiences, will appear in print, digital, television, radio and social media throughout South Florida, New York, Boston, Chicago, and in national outlets such as New York Times’ T Magazine, USA Today Travel Magazine, Passport, ManAboutWorld as well as on Spotify, Pandora, Hulu and in the destination’s collateral, website and e-blasts.
“Using Trans models in our mainstream campaign says who we are as a destination; cosmopolitan, edgy, diverse, inclusive, authentic and accepting,” said Richard Gray, Managing Director LGBTQ Market, Greater Fort Lauderdale Convention & Visitors Bureau. “We are the only destination in the world that is using Trans people in mainstream marketing initiatives. That is a huge statement in itself highlighting this destination’s commitment to diversity, inclusion and equality. We want all travellers that visit our destination to be free to be themselves, to be free to be accepted, and most of all to be safe and respected.”
Stacy Ritter, President/CEO of the Greater Fort Lauderdale Convention & Visitors Bureau added: “I’m proud that we continue to be a leader in marketing innovation.
“We’ve established a popular and highly recognized destination brand presence that reflects the authentic experiences that people today, regardless of age, gender, religion or race, seek when they travel.”
The Greater Fort Lauderdale Convention & Visitors Bureau has been proactively targeting and welcoming the LGBTQ market since 1996, when it became the first Convention & Visitors Bureau with a gay-centric vacation planner, and dedicated website on a CVB homepage.
Since then, the destination has continued to break down barriers and facilitate essential visibility for the LGBTQ community at large.