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News - 24 October 2003
Brighton & Hove targets gay and lesbians from across the Atlantic
Brighton & Hove is teaming up with London in a joint effort to woo America’s gay and lesbian tourists. The city is working with VisitLondon, Thistle Hotels and Icelandair. Called Britain Inside & Out, the campaign will use key magazine in major American cities and leading gay and lesbian web sites in its promotion.
Marketing experts say the gay and lesbian community tends to have more people in professional occupations, fewer children and high disposable incomes. They also take more holidays, are loyal to gay-friendly places and products and seek brands advertised in gay publications.
In a big market like America they are also easier to communicate with than many groups because the media they use for holiday ideas are easily identified.
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