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Informing the IGLTA of South Africa on happenings and buzz in the local and international tourism industry. In this issue you'll learn more about the IGLTA's news facebook page for SA, the new website coming soon, a new member the IGLTA team, how you can get the cheapest advertising rates in local gay media, how to get your business involved in a gay pride festival and lastly our customer survey to optimize your membership.
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IGLTA SOUTH AFRICA NEWSLETTER 01 I March 2012
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Get ready for a brand new South African
IGLTA. It is set to become a cornerstone
for the travel industry to attract and
retain local and international “pink
travelers” in SA.
The IGLTA will be transformed into a fully
functioning business guild, with regular
networking meetings, promotional
avenues & workshops and chances for
branding & marketing to the pink
market.
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The biggest change will be inclusion of
gay clubs, bars, restaurants & events for
collaboration with major travel partners.
Also join us on facebook:
(http://www.facebook.com/igltasouthafrica) &
stay tuned for a major revamp of
www.iglta.org and a new consumer
drive to help you reach more pink
travellers & business partners.
Here’s to a promising new beginning.
New Look and Revamp! WHAT IS MISSING FROM THE IGLTA SA? Help us help you!
Fill out this online survey to
rate current service levels
and tell us what is missing.
We want to make your
business GLITTER!
http://www.zoomerang.c
om/Survey/WEB22F2NUJ5E
NU
MAKING THE SOUTH AFRICAN
TOURISM INDUSTRY
HIGHLIGHTS:
Eugene Brockman joins the IGLTA South Africa. He is the designer of the Gay Flag of SA, well connected and a passionate patriot.
WHO:
The IGLTA SA gets a new “local and lekker” logo.
STYLE:
The IGLTA will expand by signing up gay clubs & establishments to give existing members access to gay travellers.
GROWTH:
more on 2
SAVE:
The IGLTA SA members qualify for the cheapest ad rates in SA
2 Making SA Tourism Fabulous
IGLTA SOUTH AFRICA NEWSLETTER 01 l March
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ADVERTISE FOR 7.5% –
25% LESS As an IGLTA SA member you now have access to immediate discounts on advertising in all local gay print and online media. As an IGLTA members you can advertise for less in the following: OUT AFRICA Mag: Quarterly gay glossy, 5 K print run, 20K readership. Distributed through gay venues nationwide. 15% discount on ¼ page ads.
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ALICE Mag: A sleek gay girl’s glossy quarterly. 10 K prints sold nation wide at CNA & Exclusive books. 20% discount on all ads. GAY PAGES: Comprehensive quarterly gay services & business listings. Well established and widely distributed. 15% off all ad rates. PINK TONGUE: Cape Town’s pink newspaper, distributed 5K copies in the Western Cape. >25% off all ads.
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EXIT: Oldest & only national gay newspaper. >15% on business card size ads. QUEERLIFE: Online portal, 98 000 SA users, 900K impressions. >7.5% off on buttons, banners, newsletters and SNS marketing. Not to mention the IGLTA’s international marketing options.
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PINKTRAVELERFACTS:• 87%willchooseaboutique/designledproperty
• 90%willonlystayin4+starproperties.
• 74%areavidconsumersofluxuryservices/goods
• 34%havespendmorethanaverageonluxuryitems.
IGLTA MEMBERS GET CHEAPEST GAY AD RATES IN SA!
3 Making SA Tourism Fabulous
IGLTA SOUTH AFRICA NEWSLETTER 01 l March
PRIDE & YOUR BUSINESS Glitter, feathers and the bottom line
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Most of South Africa’s metropolis are
overrun once a year with feathers,
glitter and fantasy as their local gay
and lesbian communities are joined by
broader counterparts in celebrating
their civil rights and freedom to love.
One can expect flamboyance, toned
flesh, a dizzying array of messages and
images portraying the alternative
lifestyle of an identified a homosexual,
bisexual, transgender or intersex person.
Statistically Jo’burg pride is now verging
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on 30 000 revelers on the day, rightfully
claiming the title of Africa’s Pride. It is
well organized and a viable non-profit.
Cape Town Pride is a two-week
collection of festivities, book fairs,
beach picnics, the Red Party and other
minor events. The actual parade has
about 3000 partygoers join in. However
this years event almost did not happen
due to insolvency and poor previous
management.
(continued)
“Labels are for filing.
Labels are for clothing.
Labels are not for people.”
- Martina Navratilova
4 Making SA Tourism Fabulous
IGLTA SOUTH AFRICA NEWSLETTER 01 l March
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The Garden Route has their own
festival named the Pink Loeries who
sees most of SA’s “queer” inner
circle trek down to Knysna for the
weekend.
Most recently Nelson Mandela Bay
Pride launched succeeding in
getting numbers of around 700
participants for their first effort.
Soweto and Erhukuleni has a
parade each year in the
September months, both are still
more of a funded community
project than a viable festival with
benefit for corporate sponsorship.
So how do you decide to get your
brand involved with the local
festivities in your city?
At first it might seem a bit jarring to
get involved with Prides as they are
a non-profit consisting of volunteers
who most often are not business
minded.
However, Jo’burg Pride is very
much an institution with return
investment and sponsorship. The
organization runs smoothly and
effectively every year to give their
sponsors a return on their
investment.
For other pride events businesses
must recognize that some patience
will be required. A hands-on
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approach in most cases will yield the
results you might expect in terms of
brand exposure, marketing and
promotions.
The volunteers making up the board
or executive committees are often
appointed for their standing in the
community rather than their business
acumen, so expect to do some
coaching.
As a sponsor or investor you must
recognize that the pride committee
will be assisting you in their spare time
on a voluntary basis. As such your
requirements and demands might fall
out of the scope of capabilities of the
volunteer who is your contact person.
That being said, Pride festivals are an
incredibly emotional experience for
self-identifying LGBTI individuals. It is a
day in the year where they can be
free to be as flamboyant and blatant
as they wish without repercussions or
disapproval.
Having your branding send a
message of support and acceptance
to target consumers/ clients on the
day can create long lasting
awareness and loyalty for the
remainder of the year, more so than
just advertising in local gay media
South Africa’s LGBTI community
stands at an estimated 4.8 million with
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63% of that number rating them
selves as brand loyal according to
Queerlife.co.za.
This is incentive enough to get
involved in your local Pride festival.
Lastly, the following are key points you should consider:
• Be clear on your requirements for return on investment (have your brand tied to an event name, run a promotion with reference code on their website, clarify where your brand can be visible and/or published.)
• Demand clarity on what the Pride organization can & cannot do, press for honesty.
• Formalize your agreement in writing.
+ “Pride festivals are an incredibly emotional experience”
Having your brand send a
message of support and
acceptance to target
consumers/ clients on the
day can create
awareness and loyalty
within this target market.
(continued)
5 Making SA Tourism Fabulous
IGLTA SOUTH AFRICA NEWSLETTER 01 l March
• Formalize your agreement in writing.
• Meet with the primary and but demand on secondary key contacts.
• If you are tied with a specific event, make sure that your flyers,
branding, products and other necessary equipment and or materials
are handed over and signed for the day before the event as in most
cases it is a mad scramble on the day.
• Fly the gay flag and colours during the week of the pride event.
• Also use social media to follow and posts on the Pride’s facebook & twitter walls, share stories of your LGBTI staff, messages of encouragement and support.
Lastly be sure to relax and enjoy the madness. Expect chaos and delays,
but don’t compromise on the key tangibles that they Pride committee has
promised you.
It is not easy to find happiness in our selves; and it is not possible to find it elsewhere. Agnes Repplier
MEET HUGE:
The South African IGLTA team has been joined by Eugene
Brockman, nicknamed “HUGE” because of his ambitions.
Eugene has over 5 years corporate experience in Tokyo
Japan where he was a founding member and Marketing
Manager for the South African Chamber of Commerce.
Before returning to SA Eugene came up with the concept
of the Gay Flag of South Africa, which he has since
launched and turned into a national symbol and
movement for the LGBTI community.
He has also set up set up a national merchandising
network, which won him an interview on BBC World
Business Report Africa. Eugene has also taken the flag on
a national tour (in the vein of Priscilla Queen of the
Desert) to raise awareness on lesbian hate rape prevalent
IGLTA SA NEWSLETTER
CAN’T GET SATISFACTION?
Eugene has also brought about “exhibitionist activism.” as he has uses costume to play on homophobic stereotypes, in order to get media attention in order to convey messages of equality and acceptance in several interviews on SABC News, CNN, BBC and radio such as Highveld, 2Oceansvibe, Jacaranda, O FM, Algoa FM, etc.
The Gay Flag of SA will again tour the country for this year making it the first ever national Gay tour, where he and his fellow “Exhibitionist activists” raise awareness and build unity in the LGBTI community.
Eugene has won nearly a million rand in media exposure for his sponsors of the Gay Flag of SA on their bus tour IN ONLY TWO WEEKS and has created value in businesses marketing towards the LGBTI community.
Eugene will bring his passion for this country & it’s LGBTI community as well as his extensive base of contacts to the IGLTA SA to connect you to the key players in pink business.
The IGLTA in SA has expanded their team and are dedicated to help you achieve the most out of your membership.
An IGLTA membership is much like a gym membership. Though you are signed up at a gym, it does not mean you’ll soon flaunt a physique like Arnold Schwarzenegger’s. It takes work, the gym only provides the space and means to achieve your goals. So too an IGLTA membership provides you with the means to access international travellers, tourism professionals and to market yourself in a targeted and appropriate manner.
Regardless, we would like you to give us feedback on the service and value you have received from your membership. Likewise we would like to hear from you which services you’d like the IGLTA to offer you.
Either way we want to optimize your return on investments.
Kindly take five minutes to fill out this easy multiple-choice survey. Help us help you attain your goals.
http://www.zoomerang.com/Survey/WEB22F2NUJ5ENU
01 I March 2012