Helping a Tourism Center Promote LGBTQ Inclusivity

Client: Visit Salt Lake

Visit Salt Lake didn’t just want to revamp the LGBTQ section on their site, they also wanted us to help them change the perception that they aren’t welcoming to gay travelers. Having major success for over 20 years helping clients connect with this audience authentically, we knew exactly what needed to be done.

Visit Salt Lake - LGBTQ website updates

First, we met with Visit Salt Lake’s marketing team to better understand their needs and goals. We then completed a comprehensive audit of all of their marketing efforts to date, as well as conducted our own research about the city and its target audience. The information we gathered helped us to develop a unique marketing strategy designed to gain traction with this influential audience. We recommended website revisions, social media targeting, and identified influencers that could properly leverage the brand.

Visit Salt Lake - LGBTQ Pride photos
Salt Lake Pride 2019
Visit Salt Lake - LGBTQ Utah Pride Road Rally logo
Logo for a COVID-safe 2020 Pride event

Next, we identified specific LGBTQ leaders and allies in the local community to create an advisory committee to help us gain local support, provide unique insights and work in partnership with the tourism board.

The strategic plan was well-received by all and is currently being implemented based on our recommendations.

The Results:

Rewrote, reorganized,
and transformed

all LGBTQ related pages on the Visit Salt Lake website
Created a diverse group of
community stakeholders
who continue to take on important initiatives