Happy Friday to all! Writing this in-flight back from NYC, where I had the opportunity to attend the 2010 PRWeek Awards. Was great to see some LGBT-focused campaigns being recognized, and kudos to all the winners.
I recently blogged about the tourism plans for NYC to attract the LGBT dollar. Well, it seems that this marketing strategy is not limited to the Big Apple. In light of last year's election of the first openly gay mayor Annise Parker, the city of Houston has re-vamped its tourismand marketing campaign to attract gay and lesbian tourists to the fourth largest city in the U.S. “My Gay Houston” features gay Houstonians in print advertisements and on the newly re-vamped Web site. While the local CVB insists that the timing of the re-launch of the LGBT campaign was coincidental, the city clearly benefited from the national exposure on the LGBT media radar.
Houston, like most major cities, face a tough road to attract the LGBT dollar. According to media articles, Texas ranks relatively low for gay rights– including a state constitutional ban on same-sex marriage. Additionally, protestors have started to focus on the campaign– one rural pastor tried to boycott the city, and other Web sites have committed to not patronizing Houston businesses as a result of the LGBT outreach.
On the East Coast, Atlantic City is also trying to cash in on the LGBT tourism dollar. Harrah's has led the way locally with a weekend of gay-targeted entertainment events, and other properties are making a concerted effort to target the gay audience. Philadelphia is also trying to live up to it's "Brotherly Love" motto by targeting the LGBT audience to the city of cheesesteaks and liberty bells.
So why all of the attention? Part of me thinks it is because of the economy and the need to chase the remaining dollars that are left. The other part hopes that companies, and cities for that matter, recognize that the LGBT audience is one that is both influencial and affluencial, and represents the best opportunity to expand a brand in today's marketplace.
The one small part of me wishes that I could visit Houston and check out if it could be "My Gay Houston."
Have a great weekend.
(Photo: Houston Mayor Annise Parker)
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