This past summer we had the opportunity to work on some incredible LGBTQ+ tourism-focused campaigns, utilizing the full range of Pink Media's capabilities — from hyper-targeting LGBTQ+ travelers living in specific parts of the world to influencer and #ILoveGay marketing programs that leverage compelling content and the power of social media to spread our clients' messages far and wide, all while remaining precisely targeted to LGBTQ+ travelers.
Tourism Marketing
Influencer Marketing
#ILoveGay
Content as Advertising
LGBTQ+ Tourism Marketing Summary 2019: Seattle, Spain & VACAYA
Millions
LGBTQ+ Social Impressions
20%
Peak Engagement Rate
3
Landmark Campaigns
100K+
Video Views
Seattle
Starting with Seattle, we launched an #ILoveGay network campaign that helped keep key Seattle LGBTQ+ and LGBTQ+-friendly businesses front and center with LGBTQ+ travelers to the city. We utilized their authentic content — including features of openly gay staff such as Executive Chef Derek of the Thompson Hotel — and were able to leverage these team members' own social media followings to help amplify the campaign message even further.
This is the kind of hyper-targeted, content-driven approach that separates Pink Media's tourism work from generic digital buys: real people, real stories, real LGBTQ+ community connections.
Spain
We had the pleasure of working with Spain Tourism again this year, with an emphasis on content marketing and social media outreach. Our team monitored the internet for articles, videos and blog posts with an LGBTQ+ angle, and ensured Spain Tourism was actively part of those conversations via:
@VisitGaySpain
@ILoveGaySpain
@ILoveGayMadrid
@ILoveGayBCN
@ILoveLGBTTravel
Spain Tourism 2019 — content marketing & social media outreach strategy overview
This always-on social listening and engagement approach ensures LGBTQ+ travelers encounter Spain Tourism content organically — in conversations they're already having — rather than as an obvious paid interruption.
VACAYA
Lastly, we had the incredible opportunity to work with the team at VACAYA for their inaugural LGBTQ+ cruise out of New York — with stops in Canada, Maine, and Provincetown. Our main focus was vetting and assembling a team of LGBTQ+ travel influencers to join the cruise, tasked with promoting it before, during, and after sailing.
The "after" phase was particularly strategic: creating evergreen content geared toward promoting upcoming VACAYA cruises in 2020 and beyond. Take a look at the content these influencers created and how their social media performed:
VACAYA inaugural cruise influencer content highlights — watch the campaign results
The campaign garnered several million LGBTQ+ social media impressions, hundreds of thousands of video views, and an engagement rate on some platforms as high as 20% — well above standard travel campaign benchmarks.
"The VACAYA campaign is a perfect example of what happens when you put the right LGBTQ+ influencers on the right platform at the right moment — millions of impressions, a 20% engagement rate, and content that keeps working long after the cruise docks."
— Pink Media Campaign Results, VACAYA Inaugural Cruise 2019
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