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Major US destination partners in largest ever LGBT market research study


NEW YORK, USA /OUT NOW/ -- One of the world’s premier gay and lesbian resorts, The Florida Keys & Key West has become the first North American destination to partner with Out Now Consulting in their ground-breaking LGBT research study.

The largest-ever gay market research study of lesbian, gay, bisexual and transgender (LGBT) people will take place in 14 countries in Latin America and Europe providing much needed data for such forward thinking destinations wishing to capitalize on the potentially lucrative ‘Pink Market’.

The announcement of The Florida Keys & Key West as a partner has been warmly welcomed by Out Now Consulting.

“Many will already associate the Florida Keys and Key West as being the quintessential gay and lesbian holiday destination. This solid reputation has been achieved through years of hard work in positioning their location as a friendly and welcoming destination for gay, lesbian, bisexual and transgender holiday makers”, said Out Now’s UK Consultant, Darren Cooper.

“Key West have only maintained their reputation as a premier global holiday destination for the LGBT community through refining their offering for this key market segment. Their participation in this ground-breaking study reinforces The Florida Keys & Key West’s commitment to providing the best value and experiences for their LGBT customers. Out Now’s report will deliver a detailed insight, country-by-country, showing Key West and our other partners their best strategic positioning in the gay and lesbian market - based on respondents’ consumer preferences”.

The ’2010 Out Now Global LGBT Market Study’ will cover 14 countries across Latin America and Europe - including Argentina, Brazil, Chile, Ecuador, Mexico, Peru, Uruguay, France, Germany, Israel, Italy, Spain, Sweden and the United Kingdom – an area that is home to some 35 million LGBT people.

The sheer scope and size of this study was one of the deciding factors for the participation of The Florida Keys & Key West.

“We were extremely excited to hear about this landmark gay market tourism study encompassing so many, as yet un-surveyed countries”, said Jessica Bennett, Director of Market Research for the Monroe County Tourist Development Council which represents the Florida Keys & Key West.

“As a destination we constantly strive to understand and deliver what our customers are looking for from their vacation experience. To do this we need to hear exactly what LGBT consumers are looking for and position ourselves accordingly. The results of this gay market study will help us not only to position our brand more effectively, but also to refine our marketing to focus on the key areas that will deliver the best results for us, and the tourists who visit the Florida Keys in the long term".

Study sponsors include a number of travel and tourism companies, and organizations.

For the European arm: German National Tourist Office, Berlin Tourism Marketing, and the city of Helsinki, Finland.

Delta Air Lines is one of the sponsors of the study’s Latin American sample, which Out Now Global is undertaking in seven countries across Latin America partnering with LGBT organizations and media partners.

Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community development since 1992 -- when the company was first established in Australia.

The agency has grown to now include specialist LGBT consultants working in markets across the world.


Darren Cooper, UK Consultant

Darren.Cooper @

US: +1-310-878-4878
UK: +44-20-8123 5288


Out Now Global is a leading lesbian and gay marketing specialist agency, founded in 1992. Clients include leading brands such as Barclays, Citibank, IBM, Toyota, Volvo, Time Inc. Magazines, VisitSweden and German National Tourist Office. Services include research, strategy, communications and training.





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