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New Swedish LGBT Tourism Campaign Puts The L Into LGBT - Stockholm’s Leading Ladies


April 5, 2011 - Stockholm, SWEDEN -- DIVA magazine in the UK has recently called Stockholm one of the world’s most exciting cities for lesbian travel, and to celebrate its über cool gay girl scene, and the fit, fashionable and fabulous lesbians who make it, Stockholm Gay & Lesbian Network is launching an innovative new media campaign and competition.

Eight Stockholm lesbians - including a DJ and a flying rap singer - have been handpicked to showcase their diverse interests and favorite things to do in the city. From an outdoors adventure, to a shopping extravaganza - their lesbian Stockholm top tips, showcased online at offer some unique insights into the sophisticated, cultural and eclectic things to do in the city.

But that’s not all. UK lesbians are invited to vote for the lady, and her perfect Stockholm weekend, that most appeals to them - and by doing so will stand a chance of winning a perfect Stockholm weekend of their own. The lucky winner and a friend will be whisked off to the city where they’ll be put up in stylish accommodation in the heart of Stockholm’s thriving cultural scene. Free flight tickets courtesy of SAS, 3 nights stay at the Hilton Hotel in Stockholm plus dinner at lesbian restaurant - Momma.

Peter Lindqvist, CEO of Stockholm Visitors Board said the campaign was an exciting one for them. “Stockholm is one of the world’s most beautiful cities and we are fast becoming recognised as a global leader in extending an authentic welcome to all our lesbian and gay guests,” said Mr Lindqvist. “This year we thought it would be nice to build a fun engaging competition especially for women and we are really looking forward to welcoming the lucky winners to our city”.

The campaign has been developed for Stockholm Gay & Lesbian Network by Out Now - a global LGBT (lesbian, gay, bisexual and transgender) market consulting specialist.

“Lesbians are one of the travel industry’s most neglected valuable tourism segments,” said Ian Johnson, Out Now’s CEO. “That is why Out Now works with some of the world’s leading lesbian consultants to make sure this significant group of customers are not left out. Too often campaigns target gay men and ignore lesbians, which makes no sense for either the advertisers nor their lesbian guests. Lesbian women have money to spend and travel frequently, so this new campaign by Stockholm is one that demonstrates a fresh, smart and modern approach. Letting Stockholm women share their weekend leisure ideas with UK lesbians builds empathy - and destination awareness - for one of Europe’s most stunning destinations”.

This innovative campaign from a leading tourist board is set to put Stockholm firmly on the map for gay women and give the winner one ’L’ of a weekend in this Swedish lesbian hotspot.

Stockholm is a GayComfort Certified destination - investing resource in training tourism staff to deliver high quality customer service that is sensitive to the needs of its LGBT guests.


Stockholm’s Leading Ladies is an online campaign designed especially for lesbian travellers from the UK. It runs from April 4 until May 31. Details can be found online at . Partners in the campaign include leading lesbian media supporters from across the UK and SAS Scandinavian Airlines. The campaign is undertaken by Stockholm Visitors Board which has supported its LGBT visitors with campaigns and outreach for a number of years, and was the first tourism office to include a lesbian-specific microsite on their own web page.

GayComfort (TM) is an online training, certification and marketing program developed and managed by Out Now Global .


Christina Guggenberger, Project Manager Stockholm Gay and Lesbian Network at Stockholm Visitors Board, Direct +46 (0)8 508 285 33, Mobile +46 (0)705 42 85 33 .

Ian Johnson, CEO, Out Now Global, +44-(0)20-8123 5288

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