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MWW LGBT TRAVELJoe KeenanVP LGBT Practice @josephpkeenan
Jess SeilheimerChief Strategy Officer @jaeselle
April 21, 2015
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CHICAGO
LONDON
NEW YORK
EAST RUTHERFORD
WASHINGTON, D.C.
TRENTON
DALLAS
SAN FRANCISCO
LOS ANGELES
GLOBAL FOOTPRINT@MWW_PR
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AN AWARD-WINNING FIRMTHAT DRAWS THE INDUSTRY’S TOP TALENT
OF THE YEAR
DIGITAL FIRM AND TEAM
IN PR
TOP PLACESTO WORK
OF THE YEAR
INNOVATIVEAGENCY
OF THE YEAR
MID-SIZEAGENCY
OF THE YEAR
PR AGENCY
THE VICTORY FUND
CORPORATELEADERSHIPAWARD
CRISIS COMMUNICATOR
OF THE YEAROF THE YEAR
REPUTATION MANAGEMENT AGENCY
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INSIGHTS
BUILDING A COMMUNICATION PLAN
CAMPAIGN APPROACH & MEDIA STRATEGY
DEVELOPING AN AUTHENTIC VOICE
CASE STUDIES
01.
02.
03.
04.
05.
AGENDA
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THE LGBT SEGMENT HAS GROWN TO BE FAR MORE THAN A NICHE MARKET
An increasing number of brands are
investing in advertising, public relations
and marketing efforts to attract the LGBT
travel community
LGBT Travel – once limited to niche resorts,
hotels and locations – has now caught the
eye of mainstream brands and companies
worldwide
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SIZING THE MARKETING OPPORTUNITY
A GROWING SEGMENT
An estimated 16 million Americans identify as LGBT---up 26% over the past five years
WITH ECONOMIC CLOUT
Generating $830 billion in spending power
MORE EXPENDABLE INCOME THAN MAINSTREAM
+25% Higher HHI for gay couples vs. straight couples
+ 7% Higher HHI for lesbian couples vs. straight couples
Source: Experian/Simmons 2012 LGBT report ; Source: Witeck Communications
LGBT COMMUNITY HAS
TREMENDOUS INFLUENCE
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INCLUSIVITY MATTERS
INCLUSIVENESS DRIVES BRAND RELEVANCE
72% of the LGBT population feel it is ‘extremely/ very important’ to buy products from gay-friendly companies
ADVOCACY INSPIRES LOYALTY
66% of LGBT Adults are likely to remain loyal to a brand they believe to be very friendly to or supportive of the LGBTcommunity
TARGETED ADS POSITIVELY IMPACT BRAND CONSIDERATION
47% of LGBT adults are more likely to consider a brand that has tailored an ad to them
Source: Here Media 2013 Culture Scouts Study; Harris Interactive
TAILORED LGBT MESSAGING =
INCREDIBLE BRAND LOYALTY
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THE LG TRAVEL LIFESTYLE: COMPARATIVES TO P18+ ONLINE POP
INDEX VS GEN POP
DIGITAL FIRST
27% more likely to be book a car rental online 127
21% more likely to book airline reservations online 121
19% more likely to book hotel reservations online 119
FLIES AMERICA’S FRIENDLY SKIES
Twice as likely to fly first class on a domestic flight 231
21% more likely to fly to their vacation destination 212
SHAREAHOLICS
18% more likely to frequently provide travel advice 118
Source: Nielsen@plan; Q4 2014
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HOW YOUR BRAND CAN MATTER MORE TO THE LGBT TRAVELER?
According to the 2014 Matter More Study, conducted by MWW, LGBT travelers care most about:
• Being treated with respect
• Feeling appreciated
• Welcoming LGBT families/extended families
• Being true to oneself
• Standing up for what you believe in/others who support the LGBT community
NOT REMARKABLY DIFFERENT,
BUT NUANCED
Source: MWW Matter MoreTM
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OUR VIEW
=+BRAND CONSUMER INSIGHTS SMARTER MARKETING
Go beyond the functional benefits of your brand.
Tap into the emotional benefits and what consumers truly value in life.
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CONSIDERATIONS FOR YOUR LGBT COMMUNICATIONS PLAN
Leverage impact on a
wider audience
integration is critical
80% of consumers
agree
“Showing gay or
lesbian people in ads
simply reflects the
reality of our society
today.”
Only 36% of Americans have seen marketing that features
members of the LGBTcommunity
= OPPORTUNITY
72% of respondents said they view brands with such ads
as “brave”
Which in the advertising and marketing world “translates to
leadership”
LGBT Advertising Survey; JWT/BuzzFeed April 2014
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MWW LGBT360
YourBrand
PublicRelations
SocialMedia
CSR/Partnerships
EventsERG/
Internal
Paid Media
Corp Comm
TalentRecruitment
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SOCIAL SNAPSHOT
Digital/Social media must be part
of the plan.
The audience talks about smart
campaigns that are targeting the
LGBT market.
0
500
1000
1500
2000
2500
3000
3500
Eggo Honeymaid American Marriott
TOTAL VOLUME OF ONLINE MENTIONS
IN 2014 – BRAND + LGBT/GAY/LESBIAN
Source: Crimson Hexagon
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YOUR AUTHENTIC VOICE
How do the values of the market align with your own?
• Elevate your voice
Have a POV
• Participate in the community
Day of service
Influencer events
Non-profit partnerships
• Inclusive language and imagery
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CELEBRATING A NEW TYPE OF IN-FLIGHT ENTERTAINMENT
CHALLENGE
To raise brand awareness among American travelers, Air New Zealand leveraged breaking news of the legalization of same sex marriages in New Zealand to conduct the first ever same sex marriage in flight from Queenstown to Auckland
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SOLUTION
MWW secured exclusive on-board coverage with Associated
Press for print and OMG! Insider for broadcast
During the flight and ceremony, MWW engaged social
audiences by teasing the campaign and capturing the
ceremony in real-time with images and videos
RESULTS
Secured key national media to come on board the flight and
cover the wedding, including the Associated Press, OMG!
Insider and Here Media
511,641,374+ impressions in traditional media outlets
including Advocate.com, OUT, The Huffington Post, and
Gadling
Prominent Social Media appeal and following
• 68,674 total Facebook impressions
• Approximately 12 million Twitter impressions
• 21,358 Instagram “Likes”
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