Extending your Brand to the LGBT market

+ Exists in the mind of the consumer + Based on consumer experiences and perceptions

What is a brand?

“Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.”

– David Ogilvy

What is a brand?

+ Some organizations will have a very keen sense of their brand (branding documents, whole positions or departments dedicated to branding).

+ Because the brand is in the mind of the consumer, it is constantly evolving & changing.

+ What shifts in the marketplace and consumer behaviours have influenced your brand? (for example during a recession).

+ Always good to re-evaluate.

Do you know your brand?

Brand Diagnosis The Market

The Consumer Attributes Benefits

Brand Essence

Strategic Pillars Positioning

Creative Strategy

Brand Essence

+ Current situation + Trends in LGBT travel

–  A more “mature” market –  More competitive –  Need to do more than just “be there”

+ Types of travel? + Competition

–  Who is your biggest competition in the market (is it different for LGBT)

–  What is the competition doing? –  Do they have any LGBT specific marketing?

The Market

+ Demographics –  Age –  Income –  Gender

+ Psychographics + Travel habits + Behaviours

Consumer

+ Are you perceived differently in the LGBT community? –  Examples, large centre like Toronto, San Francisco –  For LGBT they are gay meccas, the place to be –  Huge pride events, place to go with friends

+ Brand is about the consumer experience. Think about how that experience differs for an LGBT person.

–  Would they be interested in the same things –  Same needs and wants? –  Where do they differ?

Consumer

+ LGBT Market, not a homogenous group. + Lesbian, Gay, Bi, Transgendered + Age groups + Ethnic groups + Interests

–  Parties, pride events, dance clubs –  Shopping, culture, art galleries, –  Sports, adventure, outdoor

Consumer

+ Fact based + For DMO things such as amenities, climate,

transportation, history etc. + Example, the city of Boston is historic, founded in 1630 + How many LGBT establishments, TAG approved hotels,

gay events? + Overall reputation for gay-friendliness + Memberships to LGBT organizations + Activity in the LGBT community (sponsorships, etc.)

Attributes

+ What’s “in it” for the consumer? + Rational

–  Example “easy to get around” or “affordable”

+ Experiential –  Based on emotions –  Descriptors like “enchanting”, “modern”, “relaxing”

Benefits

The Market The Consumer

Attributes Benefits

Brand Essence

Strategic Pillars Positioning

Creative Strategy

Brand Essence

+ Personality –  Personification of your brand

Creative tailored to your brand

+ Photography & Imagery –  Authentic

+ Copy, writing style –  Voice

Creative tailored to your brand

Case Study 1: Fraser & Hoyt Travel

+ The Market: –  Increasingly competitive, based on price –  Travel booking moving online –  Moving more to custom, specialized travel, adventure travel

products. –  Beginning of a recession

+ Consumer: –  Gay and lesbian –  40+ years old –  Household income over $90k

Case Study 1: Fraser & Hoyt Travel

+ Attributes: –  Established in the travel industry, over 50 years experience –  Member of IGLTA –  New to the LGBT market

+ Benefits: –  Hard working –  Knowledgeable –  Confident

Case Study 1: Fraser & Hoyt Travel

Case Study 2: Destination Halifax

+ Market: –  Little competition in Atlantic region for LGBT

travel –  Softening travel market, decrease in visitors from

US

+ Consumer: –  Toronto, Boston, New York, Washington and

Chicago –  Gay & lesbian –  HHI $99,100+ –  DINKS

Case Study 2: Destination Halifax

+ Attributes: –  Historic (founded 1749) –  Harbour –  Mid-sized city

+ Benefits: –  Direct air access from major US and Canadian

cities –  Access to nature a key differentiator –  Compact urban setting –  Well preserved heritage –  Friendly

Case Study 2: Destination Halifax

+ Brand pillars –  Hospitable People –  Deep Sense of Culture –  Raw Nature –  Bright City, Bright People –  Accessibility

+ Positioning –  “A city that touches your soul”

Case Study 2: Destination Halifax

Questions?