LGBT Destination Marketing Online Overview...to LGBT travel, but keep it mostly focused on the...

LGBT Destination MarketingOnline Overview

What Are Other Destinations Doing to Reach the LGBT Traveler?

+What Are Some of the Latest Cutting Edge Techniques?

Social Media profiles & #hashtags

@mattskal mattskal PinkBananaMedia& mattskal

@mattskal mattskal mattskal mattskal

Statistics

LGBT Destination MarketingSome Stats…

Search & Discovery



▪ Facebook Newsfeed & Website Banner Advertising using programmatic technology - reach your destination’s LGBT traveler using some of the latest techniques in the integration of technology with online advertising.

▪ Social Media, including LGBT Travel Writers, Bloggers, YouTube Content Creators & Influencers – you can monitor any and all conversations, articles and blog postings related to your destination and ensure your organization has its “share of voice” and is part of these online conversations. You can also tap into the expanding world of LGBT media and individuals who can help destinations spread the word as well.

▪ Create campaign such as #VisitGaySpain and #ILoveGayPalmSprings to tap into User Generated Content and Curated Content related to #GaySpain and #GayPalmSprings, and get your LGBT travelers promoting YOUR DESTINATION for you!


Targeted, Programmatic LGBT Banner Advertising

For 2016, tap into the latest in programmatic banner ad technology to target your message specifically to LGBT travelers, wherever they may be. This allows more specific targeting to reach individuals interested in resort travel, backpacking, urban exploring, etc. We can also target a more affluent and higher income LGBT traveler, as well as those interested in taking a cruise or European vacation in 2016.

Programmatic, Targeted LGBT Banner Advertising


Programmatic, Targeted LGBT Banner Advertising

LGBT mobile apps


Programmatic, Targeted LGBT Banner AdvertisingFacebook Targeted AdvertisingLGBT

Destination MarketingOn Facebook, it’s difficult to stand out “organically.” Facebook targeted ads are the best solution as we move into 2017 when it comes to targeting a very specific audience, in this case, LGBT travelers wishing to travel to Spain

LGBT Travel Writers, Bloggers & Influencers

There are leaders in the “Bloggers & Influencers” world of gay travel, each using a variety of social media platforms to broadcast their message far and wide.

LGBT Destination MarketingWhat can they do for you? First, review their social media posts to determine if your brand can be aligned with these influencers.

Then, engage with them online to explore ways in which you can work together.


The normal way to begin engaging with them, as well as determining which influencers and media are right for you, is…




… simply doing all of the activities we’ve laid out thus far, on a regular, perhaps daily basis. Over time, they get to know you and you get to know them. Old school, yeah!?




Influencers share blog postings, photos and videos via their social media network


Case Study: Palm Springs Bureau of TourismDinah “Vlogger” FAM

▪ Hosted in Palm Springs, March 30 –April 4, 2016

8 video bloggers who have created and grown several lesbian YouTube channels came to Palm Springs and The Dinah, creating awareness for new audiences. For many, this was their first visit to Palm Springs and/or The Dinah. While in Palm Springs, the group posted live on various social media platforms as well as posts following their visit to promote their destination videos.

18 Palm Springs destination videos were posted across 8 YouTube channels, all including VisitPalmSprings.com or VisitGayPalmSprings.com in the description.

• YouTube: 947,239 views and 46,805 likes• Instagram: 325,126 likes and 3,774 comments• Twitter: 27,761 likes and 3,916 retweets using @VisitPalmSprings and/or #VisitPalmSprings• Facebook: 5,035 likes and 145 comments


Case Study: Palm Springs Bureau of TourismDinah “Vlogger” FAM

▪ Hosted in Palm Springs, March 30 –April 4, 2016


User-Generated Content (UGC), Content Curation and the Concept of #VisitGaySpain and #ILoveGayPalmSprings

The 3rd component of this LGBT marketing strategy for 2016 is to develop a program that taps into and encourages your LGBT travelers to promote travel to YOUR DESTINATION. The components of this program are as follows:

▪ Select a hashtag, in this case, #VisitGaySpain / #ILoveGayPalmSprings

▪ Begin monitoring and curating the best #GaySpain and #GayPalmSprings content, reposting, retweeting and sharing your selections.

▪ Create a website for this campaign VisitGaySpain.com that simply features all of the UGC and curated content in a nice, easy-to-navigate way. Ensure it links to a few key areas of your main website dedicated to LGBT travel, but keep it mostly focused on the Tweets, photos, videos and more that your LGBT travelers are sharing via social media.

▪ Create a full set of social media profiles for @VisitGaySpain

▪ Include your own destination’s content in the form of blog, photo and video postings as well


TIP: How to Choose #hashtags to use

Look at it as Search Engine Optimization (SEO), but for social media.

Options include:- Region: #GaySpain- Theme: #GayTravel- Unique: #VisitGaySpain


TIP: How to Choose #hashtags to use

Look at it as Search Engine Optimization (SEO), but for social media.

Options include:- Region: #GayPalmSprings- Theme: #GayTravel- Unique: #ILoveGayPalmSprings


#ILoveGayPalmSprings

Focus on any and all LGBT content, blog postings, photos and video related to your destination.


#ILoveGayPalmSprings

Leverage LGBT photos of #GayPalmSprings – you can “repost” with credit, as well as like best photos + follow top LGBT contributors


#VisitGaySpain

Articles are immediately shared on VisitGaySpain’sFacebook, Twitter and Instagram accounts


#VisitGaySpain

Some of the best social media posts can be “boosted” and advertised on Facebook, Twitter & LinkedIn


#VisitGaySpain

Boosted Post performance can be measured & analyzed


#VisitGaySpainArticles are also shared in LGBT travel groups

on LinkedIn and Facebook


#VisitGaySpainYou can monitor the hashtag activity using Tagboard.com


#VisitGaySpainOn Twitter, we can monitor top conversations and users of

#GaySpain and include @VisitGaySpain and #VisitGaySpain in these conversations


Campaign Summary – Measured and Analyzed

Reach & Exposure (Impressions) can be analyzed



Share of Voice within popular hashtags can be analyzed



Reach & Engagement on Facebook can be measured



Side Note: LinkedIn is stepping up their analytics in a big way

LGBT Destination Marketing


Side Notes:

1. LinkedIn is stepping up their analytics in a big way

2. Mobile analytics on all platforms are growing significantly.

LGBT Destination Marketing

User Generated Content (UGC), Curated Content and the Concept of #VisitGaySpain

In summary, this campaign will:

▪ Increase high-quality visitors and traffic to this site and your main LGBT website or microsite.

▪ Increase your Share of Voice (SOV) within any and all social media conversations related to LGBT travel to Spain

▪ Develop a strong database of future LGBT travelers via any e-mail sign-up forms or travel contests you may use for this campaign, as well as those who “follow” or “like” your various social media profiles.

▪ Tap into a whole new demographic of LGBT travelers, including Millennials.

▪ Be easily monitored and maintained with a minimum of effort


Questions?

Matthew [email protected](323) 963-3653

Los Angeles | New York


http://www.pinkbananamedia.com/

mailto:[email protected]

LGBT Destination Marketing Online Overview...to LGBT travel, but keep it mostly focused on the...

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