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VisitBritain plans to change its approach to gay tourists, after research found that their stereotypical imagery was deemed tacky.
The news indicates just how seriously the tourist board regards lesbian and gay visitors, oh, and their money. More surprisingly, the company's market research rveals how sophisticated we’ve apparently become.
Gone are the days when the gay community was happy to get a mere mention in advertisements and literature. In the 21st century, we’ve got a public image to maintain and a reputation to protect.
The original campaign, aimed at countries including the USA, France and Germany, used images of topless hunks, drag-queens and Kylie Minogue to promote the UK’s gay scene. The disco temptations of queer urban centres such as Brighton and Manchester featured heavily.
Market research found: “Gays and lesbians are not going to Britain because they might see other gays and lesbians, their motivations and triggers are similar to those of other travellers. They consider Britain a sophisticated, worldly destination and want to see it portrayed as such. They do not want it presented in a cheesy way.”
The research report also said: "Participants told us they would like to take trips to Britain that explored such topics as plants, gardens, theatre, music, golf, Royal history and industrial heritage. Several said they would travel to Britain to attend special events such as the Chelsea Flower Show, the Fringe Festival in Edinburgh and the Crufts Dog show in Birmingham."
Adverts which featured go-go boys under Big Ben were highlighted as a turn-off, as were the organisation's focus on events such as Gay Pride. Some respondents said they go on holiday to escape from the rainbow coloured pressures of such events.
One respondent said: "We have gone places where there weren't those kinds of things going on, to avoid gay crowds."
Another sniffed: "I live in New York City - I get enough gay events here".
Robert Harkavy, managing director and founder of Respect Holidays welcomed the move. He said: “The gay market, especially relating to travel has come of age. It has outgrown unsubtle, in-your-face advertising.”
It’s encouraging that the gay community is being seen as having other aspects besides its hedonistic, indulgent elements.
On the other hand, it’s worth questioning whether the lady doth protest too much. How the gay community would like to be perceived ,and what actually floats the collective boat might actually be miles apart.
In one respect at least, us gays are no different from our heterosexual brothers and sisters- sex and aspiration sells. Okay, not everybody is swayed by the lure of youth, beauty and artistic erotica, but lets face it, nobody bought Abecrombie & Fitch for the clothes.
Here at GAY.com, there’s one undeniable and persistent truth- a story which is illustrated with a sexy picture will get garner more readers than one which doesn’t, regardless of the copy.
Headlines which are salacious, sleazy or feature celebrities will always get more clicks than ones that are concerned with politics, religion or current affairs. You can't argue with the raw statistics.
Nobody wants to be seen as shallow, base and randy, but if we think nobody's looking- we are, Blanche, we are. Source: uk.gay.com |
