LGBT Travel Insights and Communications Strategies
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This document provides information about MWW, a public relations firm, and their expertise in LGBT travel marketing. It discusses the growth of the LGBT travel market in size and spending power. It also outlines best practices for brands to consider when developing LGBT marketing communications, including focusing on emotional benefits, leveraging wider audiences through integration, and using inclusive language and imagery. The document highlights an example campaign by Air New Zealand celebrating same-sex marriage on a flight between New Zealand cities.
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LGBT Travel Insights and Communications Strategies
- 1. 1 MWW LGBT TRAVEL Joe Keenan VP LGBT Practice @josephpkeenan Jess Seilheimer Chief Strategy Officer @jaeselle April 21, 2015
- 2. 2 CHICAGO LONDON NEW YORK EAST RUTHERFORD WASHINGTON, D.C. TRENTON DALLAS SAN FRANCISCO LOS ANGELES GLOBAL FOOTPRINT @MWW_PR
- 3. 3 AN AWARD-WINNING FIRM THAT DRAWS THE INDUSTRY’S TOP TALENT OF THE YEAR DIGITAL FIRM AND TEAM IN PR TOP PLACES TO WORK OF THE YEAR INNOVATIVE AGENCY OF THE YEAR MID-SIZE AGENCY OF THE YEAR PR AGENCY THE VICTORY FUND CORPORATE LEADERSHIP AWARD CRISIS COMMUNICATOR OF THE YEAROF THE YEAR REPUTATION MANAGEMENT AGENCY
- 4. 4 INSIGHTS BUILDING A COMMUNICATION PLAN CAMPAIGN APPROACH & MEDIA STRATEGY DEVELOPING AN AUTHENTIC VOICE CASE STUDIES 01. 02. 03. 04. 05. AGENDA
- 5. 5 UNWTO GLOBAL REPORT ON LGBT TOURISM
- 6. 6 THE LGBT SEGMENT HAS GROWN TO BE FAR MORE THAN A NICHE MARKET An increasing number of brands are investing in advertising, public relations and marketing efforts to attract the LGBT travel community LGBT Travel – once limited to niche resorts, hotels and locations – has now caught the eye of mainstream brands and companies worldwide
- 7. 7 SIZING THE MARKETING OPPORTUNITY A GROWING SEGMENT An estimated 16 million Americans identify as LGBT---up 26% over the past five years WITH ECONOMIC CLOUT Generating $830 billion in spending power MORE EXPENDABLE INCOME THAN MAINSTREAM +25% Higher HHI for gay couples vs. straight couples + 7% Higher HHI for lesbian couples vs. straight couples Source: Experian/Simmons 2012 LGBT report ; Source: Witeck Communications LGBT COMMUNITY HAS TREMENDOUS INFLUENCE
- 8. 8 INCLUSIVITY MATTERS INCLUSIVENESS DRIVES BRAND RELEVANCE 72% of the LGBT population feel it is ‘extremely/ very important’ to buy products from gay-friendly companies ADVOCACY INSPIRES LOYALTY 66% of LGBT Adults are likely to remain loyal to a brand they believe to be very friendly to or supportive of the LGBT community TARGETED ADS POSITIVELY IMPACT BRAND CONSIDERATION 47% of LGBT adults are more likely to consider a brand that has tailored an ad to them Source: Here Media 2013 Culture Scouts Study; Harris Interactive TAILORED LGBT MESSAGING = INCREDIBLE BRAND LOYALTY
- 9. 9 THE LG TRAVEL LIFESTYLE: COMPARATIVES TO P18+ ONLINE POP INDEX VS GEN POP DIGITAL FIRST 27% more likely to be book a car rental online 127 21% more likely to book airline reservations online 121 19% more likely to book hotel reservations online 119 FLIES AMERICA’S FRIENDLY SKIES Twice as likely to fly first class on a domestic flight 231 21% more likely to fly to their vacation destination 212 SHAREAHOLICS 18% more likely to frequently provide travel advice 118 Source: Nielsen@plan; Q4 2014
- 10. 10 HOW YOUR BRAND CAN MATTER MORE TO THE LGBT TRAVELER? According to the 2014 Matter More Study, conducted by MWW, LGBT travelers care most about: • Being treated with respect • Feeling appreciated • Welcoming LGBT families/extended families • Being true to oneself • Standing up for what you believe in/others who support the LGBT community NOT REMARKABLY DIFFERENT, BUT NUANCED Source: MWW Matter MoreTM
- 11. 12 OUR VIEW =+ BRAND CONSUMER INSIGHTS SMARTER MARKETING Go beyond the functional benefits of your brand. Tap into the emotional benefits and what consumers truly value in life.
- 12. 13 CONSIDERATIONS FOR YOUR LGBT COMMUNICATIONS PLAN Leverage impact on a wider audience integration is critical 80% of consumers agree “Showing gay or lesbian people in ads simply reflects the reality of our society today.” Only 36% of Americans have seen marketing that features members of the LGBT community = OPPORTUNITY 72% of respondents said they view brands with such ads as “brave” Which in the advertising and marketing world “translates to leadership” LGBT Advertising Survey; JWT/BuzzFeed April 2014
- 14. 15 SOCIAL SNAPSHOT Digital/Social media must be part of the plan. The audience talks about smart campaigns that are targeting the LGBT market. 0 500 1000 1500 2000 2500 3000 3500 Eggo Honeymaid American Marriott TOTAL VOLUME OF ONLINE MENTIONS IN 2014 – BRAND + LGBT/GAY/LESBIAN Source: Crimson Hexagon
- 15. 16 YOUR AUTHENTIC VOICE How do the values of the market align with your own? • Elevate your voice ̵ Have a POV • Participate in the community ̵ Day of service ̵ Influencer events ̵ Non-profit partnerships • Inclusive language and imagery
- 16. 17 CELEBRATING A NEW TYPE OF IN-FLIGHT ENTERTAINMENT CHALLENGE To raise brand awareness among American travelers, Air New Zealand leveraged breaking news of the legalization of same sex marriages in New Zealand to conduct the first ever same sex marriage in flight from Queenstown to Auckland
- 17. 18 SOLUTION MWW secured exclusive on-board coverage with Associated Press for print and OMG! Insider for broadcast During the flight and ceremony, MWW engaged social audiences by teasing the campaign and capturing the ceremony in real-time with images and videos RESULTS Secured key national media to come on board the flight and cover the wedding, including the Associated Press, OMG! Insider and Here Media 511,641,374+ impressions in traditional media outlets including Advocate.com, OUT, The Huffington Post, and Gadling Prominent Social Media appeal and following • 68,674 total Facebook impressions • Approximately 12 million Twitter impressions • 21,358 Instagram “Likes”
Editor's Notes
- Culture is shifting all over the globe and changing the way that LGBT people live With more and more Americans out and living authentically, the market continues to increase, allowing for more LGBT people to travel more openly. With the millennial generation traveling more in blended groups and in most cases expecting diversity and inclusion in their experiences, the dynamic is changing even faster. As an example, 74% of LGBT people hold a passport, vs 32% of the total US population. And, 51% of us have used them in the past year. Today’s speed of information is creating a consumer base that is much more informed and world that is much more accessible – both with inbound and outbound travelers. TaoBao, the ebay of China, is launching their travel service targeting LGBT consumers in China by bringing 10 Chinese same-sex couples to LA in June to get married. Guess what is the number one inbound market for Los Angeles? I’m sure sometimes we miss the days of the Damron Guide, but it really is incredible to have such a vast amount of information about our destinations at our fingertips. For the first time in our history, doing what is right and what is right for your bottom line are not mutually exclusive.
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