Objective:

Promote Boston & Cambridge as gay & lesbian friendly

Program:

Production of a Gay & Lesbian Visitor Guide; public relations, direct mail, tradeshow attendance; development of special tour packages for Gay Pride Week, Man Around direct mail piece sent to 15,000 long-haul gay & lesbian travelers in the UK. In addition, Man Around ran a 25th anniversary promotion where the winner could win a free trip to one of 25 destinations. The contest is promoted on the web-site as well as at six tradeshows. Three days after the first show, Boston was the most popular destination of choice with over 1,000 entries.

Budget:

$100,000: $50,000 from the GBCVB and the additional $50,000 was raised through partners, including media partners, American Airlines, Holland America Cruises, Amtrak, man Around the World, Cambridge Office for Tourism and others.

Results:

This campaign has generated over $150,000 in press coverage for the GBCVB and the hotels and tour operators are starting to see bookings from this program. Two gay travel shows booked in Boston in 2006.

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