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MWW LGBT TRAVELJoe KeenanVP LGBT Practice @josephpkeenan

Jess SeilheimerChief Strategy Officer @jaeselle

April 21, 2015

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CHICAGO

LONDON

NEW YORK

EAST RUTHERFORD

WASHINGTON, D.C.

TRENTON

DALLAS

SAN FRANCISCO

LOS ANGELES

GLOBAL FOOTPRINT@MWW_PR

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AN AWARD-WINNING FIRMTHAT DRAWS THE INDUSTRY’S TOP TALENT

OF THE YEAR

DIGITAL FIRM AND TEAM

IN PR

TOP PLACESTO WORK

OF THE YEAR

INNOVATIVEAGENCY

OF THE YEAR

MID-SIZEAGENCY

OF THE YEAR

PR AGENCY

THE VICTORY FUND

CORPORATELEADERSHIPAWARD

CRISIS COMMUNICATOR

OF THE YEAROF THE YEAR

REPUTATION MANAGEMENT AGENCY

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INSIGHTS

BUILDING A COMMUNICATION PLAN

CAMPAIGN APPROACH & MEDIA STRATEGY

DEVELOPING AN AUTHENTIC VOICE

CASE STUDIES

01.

02.

03.

04.

05.

AGENDA

5 UNWTO GLOBAL REPORT ON LGBT TOURISM

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THE LGBT SEGMENT HAS GROWN TO BE FAR MORE THAN A NICHE MARKET

An increasing number of brands are

investing in advertising, public relations

and marketing efforts to attract the LGBT

travel community

LGBT Travel – once limited to niche resorts,

hotels and locations – has now caught the

eye of mainstream brands and companies

worldwide

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SIZING THE MARKETING OPPORTUNITY

A GROWING SEGMENT

An estimated 16 million Americans identify as LGBT---up 26% over the past five years

WITH ECONOMIC CLOUT

Generating $830 billion in spending power

MORE EXPENDABLE INCOME THAN MAINSTREAM

+25% Higher HHI for gay couples vs. straight couples

+ 7% Higher HHI for lesbian couples vs. straight couples

Source: Experian/Simmons 2012 LGBT report ; Source: Witeck Communications

LGBT COMMUNITY HAS

TREMENDOUS INFLUENCE

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INCLUSIVITY MATTERS

INCLUSIVENESS DRIVES BRAND RELEVANCE

72% of the LGBT population feel it is ‘extremely/ very important’ to buy products from gay-friendly companies

ADVOCACY INSPIRES LOYALTY

66% of LGBT Adults are likely to remain loyal to a brand they believe to be very friendly to or supportive of the LGBTcommunity

TARGETED ADS POSITIVELY IMPACT BRAND CONSIDERATION

47% of LGBT adults are more likely to consider a brand that has tailored an ad to them

Source: Here Media 2013 Culture Scouts Study; Harris Interactive

TAILORED LGBT MESSAGING =

INCREDIBLE BRAND LOYALTY

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THE LG TRAVEL LIFESTYLE: COMPARATIVES TO P18+ ONLINE POP

INDEX VS GEN POP

DIGITAL FIRST

27% more likely to be book a car rental online 127

21% more likely to book airline reservations online 121

19% more likely to book hotel reservations online 119

FLIES AMERICA’S FRIENDLY SKIES

Twice as likely to fly first class on a domestic flight 231

21% more likely to fly to their vacation destination 212

SHAREAHOLICS

18% more likely to frequently provide travel advice 118

Source: Nielsen@plan; Q4 2014

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HOW YOUR BRAND CAN MATTER MORE TO THE LGBT TRAVELER?

According to the 2014 Matter More Study, conducted by MWW, LGBT travelers care most about:

• Being treated with respect

• Feeling appreciated

• Welcoming LGBT families/extended families

• Being true to oneself

• Standing up for what you believe in/others who support the LGBT community

NOT REMARKABLY DIFFERENT,

BUT NUANCED

Source: MWW Matter MoreTM

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OUR VIEW

=+BRAND CONSUMER INSIGHTS SMARTER MARKETING

Go beyond the functional benefits of your brand.

Tap into the emotional benefits and what consumers truly value in life.

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CONSIDERATIONS FOR YOUR LGBT COMMUNICATIONS PLAN

Leverage impact on a

wider audience

integration is critical

80% of consumers

agree

“Showing gay or

lesbian people in ads

simply reflects the

reality of our society

today.”

Only 36% of Americans have seen marketing that features

members of the LGBTcommunity

= OPPORTUNITY

72% of respondents said they view brands with such ads

as “brave”

Which in the advertising and marketing world “translates to

leadership”

LGBT Advertising Survey; JWT/BuzzFeed April 2014

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MWW LGBT360

YourBrand

PublicRelations

SocialMedia

CSR/Partnerships

EventsERG/

Internal

Paid Media

Corp Comm

TalentRecruitment

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SOCIAL SNAPSHOT

Digital/Social media must be part

of the plan.

The audience talks about smart

campaigns that are targeting the

LGBT market.

0

500

1000

1500

2000

2500

3000

3500

Eggo Honeymaid American Marriott

TOTAL VOLUME OF ONLINE MENTIONS

IN 2014 – BRAND + LGBT/GAY/LESBIAN

Source: Crimson Hexagon

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YOUR AUTHENTIC VOICE

How do the values of the market align with your own?

• Elevate your voice

Have a POV

• Participate in the community

Day of service

Influencer events

Non-profit partnerships

• Inclusive language and imagery

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CELEBRATING A NEW TYPE OF IN-FLIGHT ENTERTAINMENT

CHALLENGE

To raise brand awareness among American travelers, Air New Zealand leveraged breaking news of the legalization of same sex marriages in New Zealand to conduct the first ever same sex marriage in flight from Queenstown to Auckland

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SOLUTION

MWW secured exclusive on-board coverage with Associated

Press for print and OMG! Insider for broadcast

During the flight and ceremony, MWW engaged social

audiences by teasing the campaign and capturing the

ceremony in real-time with images and videos

RESULTS

Secured key national media to come on board the flight and

cover the wedding, including the Associated Press, OMG!

Insider and Here Media

511,641,374+ impressions in traditional media outlets

including Advocate.com, OUT, The Huffington Post, and

Gadling

Prominent Social Media appeal and following

• 68,674 total Facebook impressions

• Approximately 12 million Twitter impressions

• 21,358 Instagram “Likes”

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THANK YOU.JKEENAN@MWW.COM

@JOSEPHPKEENAN