Building New Relationships
Too many LGBT ads look the same. They’re general market ads repurposed to feature same-sex couples. Simply adding a rainbow logo doesn’t make your message resonate with an LGBT audience. This audience is sophisticated, smart and affluent and expects more for their dollar.
While other destinations are always claiming that they treat gays just as well as they treat straights, we wanted to make sure they knew we are not just "gay friendly." When you’re Vegas and your position is Adult Freedom, the straights and gays have equal standing. In fact, gays may even enjoy the city more.
So we turned the standard message on its head by letting straight people know that they’re welcome, too. That the city’s adult sophistication might be better suited for gays who can really appreciated it. It’s a tongue-in-cheek idea we thought would play well with LGBT audiences and help us build on our client’s diversity initiatives.
And it did, with over $1,240,000 worth of coverage from the media. Las Vegas will continue to push the envelope with LGBT travelers by doing things that other destinations can’t or won’t do to build on the Vegas brand.