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British Tourism Agency Changes Message

Jim Burroway

July 30th, 2007

VisitBritain is changing how they are marketing the United Kingdom to gay Americans:

Gays and lesbians eyeing travel ads for Great Britain aren’t seeing muscular male models flexing their pecs promoting hot times in the UK this year. Instead, the ads show a gay couple walking hand-in-hand along a beach, a lesbian couple with a child looking at Buckingham Palace, Palace guards dressed in the rainbow colors, and pictures of the London Flower Show.

VisitBritain, the government financed tourism agency, says the change reflects the way the American gay community now sees itself – more family oriented.

VisitBritan noticed that the old sexy, circuit-party ads weren’t working anymore, so they conducted focus groups of gay Americans. And they were surprised to learn that Americans were offended by the assumption that all they were interested in was sex. It turns out that popular draws weren’t circuit parties, but the Chelsea Flower Show, the Fringe Festival in Edinburgh and the Crufts Dog show in Birmingham. Surprised? Me neither.

Hat tip: AntiDogma.



Emily K
July 31st, 2007 | LINK

well, DUH.

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