PHILADELPHIA -- This city launched a marketing campaign to attract
gay and lesbian travelers from the U.S. and Canada.
The city's tourism office intends to spend some $300,000--
including $200,000 for print and online advertising -- on the
The ad theme, developed by Althus Group of Philadelphia, is:
"Get your history straight and your nightlife gay."
Meryl Levitz, president and CEO of the Greater Philadelphia
Tourism Marketing Corp., said gay and lesbian travelers are a $54.1
billion market, yet they remain "a virtually untapped segment of
the travel industry, and with the support of Philadelphia's gay and
straight community, we are proud to officially 'come out' as a
Levitz said her tourism office surveyed some 700 gay and lesbian
travelers to learn about their travel patterns. The campaign will
encompass cooperative advertising with city attractions.
The first print ads will begin appearing next month in New
To contact reporter Michael Milligan, send e-mail to [email protected].