Germany Takes A New Approach To Gay Tourism Marketing
London, UK (OUTNOW/GNTO) -- In their latest GayGermany campaign, the German National Tourist Office (GNTO) has unveiled a new approach to lesbian and gay travel promotion.
The ’100% GayGermany’ campaign is a first-of-its-kind online interactive promotion -- featuring individual short video stories of gays and lesbians talking about Germany.
Currently running online at www.GayGermany.co.uk , members of the public can vote for the person they would like to win a free trip to Berlin in 2009. People who vote are also entered into a separate draw to win a free trip to Berlin.
The personal stories of those on the videos are highly engaging.
Amongst the 15 featured videos, two include people talking about having visited Berlin in the 1980s as members of the military. In contrast, one person featured was born in the year the Berlin Wall fell.
Another person describes his strong emotions when hearing an orchestra in Munich. One gay man said that ’German men are the hottest in the world’ -- and that was a factor for his wish to visit Germany.
According to Jeanette Schuchmann, Marketing Manager for GNTO (UK), the ’100% GayGermany’ campaign is an important one.
“The purpose of this campaign is not simply to advertise or push Germany,” says Schuchmann. “It is all about taking a new approach. By letting gay and lesbian people tell their own stories, people learn from others what it is that makes Germany such a special place to visit. We want to engage with our gay and lesbian travellers to let them tell us - and the world - what makes a trip to Germany so enticing. Being able to send the winners to Berlin to experience it all for themselves next year as our guests is a great bonus of the whole ’100% GayGermany’ campaign.”
Lufthansa’s UK General Manager, Marianne Sammann adds: “This new and innovative approach to the gay travel market is in perfect synergy with Lufthansa’s own approach - in striving to always continue to innovate and deliver our customers the best air travel options available.”
The campaign was designed for German National Tourist Office, Berlin Tourism Marketing and Lufthansa by gay marketing specialist agency - Out Now.
Ian Johnson, CEO of Out Now, said the campaign breaks new ground in gay marketing.
“This is the future of lesbian and gay marketing,” says Johnson. “It is no longer enough to just place an advertisement or sponsor a gay event. The customer wants to be engaged with a campaign, not preached to. The ’100% GayGermany’ strategy that Out Now built for Germany does precisely that. We are really delighted with the outcomes.”
The 100% GayGermany campaign runs until 30 November 2008. Entry is via www.GayGermany.co.uk and is free. Full details, terms and conditions are available online.
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- Out Now
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