“So, You Want Two Beds?”

Atlanta Constitution Journal explores the city’s niche marketing efforts.

City boosters are taking the journalists — who write for the nation’s gay and lesbian newspapers, magazines and Web sites — to dinner at gay-owned and gay-friendly restaurants; to meetings with gay and lesbian entrepreneurs; and to visit neighborhoods where openly gay residents can live without harassment.
It is the latest in a string of efforts by Atlanta’s marketers to attract more tourist dollars by fine-tuning their message for a variety of groups — gays, families, sports enthusiasts, women, African-Americans, Hispanics, Asians and others.
Gay travelers spend about $500 million annually in metro Atlanta, said Gregory Pierce, chief financial officer for the Atlanta Convention & Visitors Bureau, which is leading Atlanta’s effort to attract gay travelers.
“Today it is important for marketers to speak to specific audiences rather than generic ones,” said Ken Bernhardt, a marketing professor at Georgia State University and a member of the ACVB board of directors.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.