VisitBritain has mounted its first lesbian, gay, bisexual and transgender marketing campaign in four years with a ‘Love is GREAT’ promotion targeting US travellers.
Running across a range of print, digital and social media channels the campaign has been devised by Out Now, the global LGBT marketing communications agency, which is opening a new US office later in the year.
Marrying key British products whilst celebrating equality and love the promotion will offer one lucky couple the chance to attend UK Pride events this summer with adverts running in Passport, Instinct, Curve magazines, Out There, Advocate.com, Huffington Post, LGBTQ Nation and Out.travel.
Out Now founder Ian Johnson said: “Centred on the ongoing successful GREAT branding strategy for tourism advertising by VisitBritain, our new LGBT creative campaign work in the US focuses on what for many people is the most important aspect of equality now taking shape in LGBT markets all around the world.
“As more and more countries introduce equal laws to cover LGBT people, the brand adaptation ‘Love is GREAT’ chimes perfectly with current aspirations of gay and lesbian people globally - and intelligently positions VisitBritain’s product to meet the needs of the US gay tourism market.”
The campaign dovetails with new marriage equality laws which commence this Saturday in England and Wales and later in the year in Scotland.