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Utilizing Facebook, Twitter, Blogs, Photos and Video to Market a Destination to Locals and Gay & Lesbian Visitors By Matt Skallerud, Pink Banana Media
Traditionally, destination marketing has been divided into two distinct market groups – travelers coming INTO a destination and locals (or natives) already LIVING IN a destination. With the continued shift of online marketing to social media and Web 2.0, the distinction between these two groups is becoming blurred.
Traditionally, when targeting a consumer using banner ads or direct e-mail, a destination worked with specific media either targeting the inbound gay traveler or the person living in that city or region. The two media were very different, and yet crossover existed even then in the form of local event listings, restaurant specials and bar and club updates, all of interest to both locals and travelers alike.
Today, when promoting a destination on Facebook, a blog, Twitter, Flickr and YouTube, that crossover works to a destination marketer’s advantage, as a more single and unified message can be delivered that appeals to both markets. This advantage makes it even easier to work with a wider variety of local and travel media from which to share content with and partner with for an even more comprehensive and stronger destination marketing campaign targeting the gay and lesbian traveller and local community.
Colleagues through IGLTA
Matt, Mr. Pink Banana, and Dee, Chief Bird at Peacock Tourism, met through their work with the International Gay and Lesbian Travel Association (IGLTA.org). They are collaborating on bringing a how-to seminar to Australia so Rainbow Tourism Accredited and IGLTA operators can learn how to implement savvy digital marketing to their target campaigns.
The workshops will be held in Sydney and the Gold Coast in 2010. ”Take our strategy outline, modify to best suit your destination’s unique needs, and adopt social network marketing as one of your top growth areas for marketing in the next decade. You’ll be pleasantly surprised with the results!”
So preach Dee & Matt in conjunction with Mark at Rainbow Tourism.com, the sponsor of the operator workshops.
