Olivia is the brand that comes to mind first for most people in connection with lesbian travel and entertainment. It is a company that has grown and defined itself with the coming of age of our own community since the early 1970s, after Olivia’s founding as a record label for female artists. So, when the California same sex ruling was announced a few weeks ago, San Francisco-based Olivia was among the better positioned companies able leverage its marketing efforts quickly toward soon-to-be-wed lesbian couples.
With their own wedding travel package offer underway, Olivia General Manager Lisa Henderson, who also is an FH Out Front client, recently discussed marketing amid the flux of West Coast weddings that began yesterday.
Steve: Olivia is marketing a wedding/honeymoon component of its fall Mexian Rivierra cruise. Do you think honeymoons will become a new growth area for Olivia cruises and land excursions?
Lisa: We would like to be top of mind when someone is planning a honeymoon, or a wedding. We have been integral in so many of our customers life milestones and celebrations. We’ve been helping the lesbian community celebrate anniversaries, weddings, birthdays and every other special occasion you can imagine for over 35 years.
Steve: Is same-sex marriage in California a marketing platform that both LGBT and non-LGBT companies can leverage equally?
Lisa: We hope that the LGBT community would support LGBT businesses in planning and executing their wedding and related events. LGBT companies have an advantage in that they understand the market via participation. Other companies that aren’t already involved or keenly aware of LGBT marketing shouldn’t just jump into the mix without guidance or they could actually harm their reputation with our community.
Steve: Based on the West Coast, you’ve seen companies ramp up marketing and advertising to our community in recent weeks. Have you seen any bad or misinformed campaigns from companies not previously engaged in LGBT marketing?
Lisa: So far, I have not seen anything that appears misinformed, although I have heard some of the silly questions like "will you call each other husband and husband"? Still, we are just now beginning to see same-sex marriage marketing and advertising head toward the full court press.
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