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.
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.
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:
and transformed
all LGBTQ related pages on the Visit Salt Lake website
community stakeholders
who continue to take on important initiatives
Services: