Over the past couple of months, I have provided updates on Cleveland’s efforts to land the 2014 Gay Games. As their agency of record, we’ve had the opportunity to work closely with the LGBT community here in Ohio to gather support for hosting this global event here in the state. It’s been an exciting, and eye-opening experience (read: politics) during the journey so far.
Next weekend marks a turning point in our effort to woo the FGG: a site visit from FGG delegates. During the weekend of July 30 – Aug. 3, we have the opportunity to show the world why Cleveland is THE choice to host this event. It begs the question—how do you market a city not currently on the gay radar to the LGBT community?
Some key learnings over the past several months:
• If you host it (for free), they will come: One of the big aspects of our weekend is a community event at the Rock & Roll Hall of Fame. It’s called Frivolity, and it’s simply just that—fun and entertainment. And, the kicker? It’s completely free—which means free access to the Rock & Roll HOF. We’ve been amazed at the outpouring of support for this event, whether through event attendance, volunteering, or performers willing to strut their stuff. Even the FH office here in Cleveland and members of the Out Front team around the network are rallying around the event, donating their time (and friends) for the cause.
• Gay Games = Straight Champions: Often, when we think of marketing to a specific audience, we think of it as marketing in a silo. For this effort, it’s been about educating ALL communities about the importance of winning this bid. For the LGBT community, it’s about broadening awareness and acceptance within our state and within the Midwest for our people. For the straight community, our message has been a mix of pride in the state and recognition of the sheer economic impact of this event (estimates are upward of $60 – $80 million in economic value). Yes, it’s important to tailor your message, but what’s more important is to not make the message just about yourself.
• I Am What I Am: At the end of the day, Cleveland is what it is. And, residents are proud of that. When the FGG delegates show up next Thursday, we’re simply going to show them around town, highlighting the athletic community, the culture, and the entertainment that is available here in Ohio. For any marketers, the best approach is the true approach. Yes, we might be pulling out all the stops as hostesses, but we are also proud of our product and the inherent attributes within each member of our community. That’s the message we’re taking with us to Cologne, Germany come September.
We’re really excited about the opportunity to market ourselves on the LGBT global stage next weekend. If you’re interested in hearing more about our plans, check us out here. And here. And, if you happen to be in Cleveland or near Ohio next weekend (fun fact: 40% of the U.S. population lives within 500 miles of Ohio), come to the event. Get your invite here.
I PROMISE to post pics and blog about the weekend. Thanks for reading, and thanks for hopefully supporting Cleveland! My Games Rock!
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