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#LGBTBizTech Conference Schedule 2015/2016


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Agenda Schedule - May 16, 2017

Time/Location

 

Speaker

 

Description

April 21, 2015
08:15 AM
to
09:00 AM


 

 

Registration Opens and Coffee Available

 

09:00 AM
to
09:10 AM


 

 

Opening Remarks

 

09:10 AM
to
09:55 AM


 

Thomas Roth - Community Marketing & Insights
Thomas Roth

President
Community Marketing & Insights

 

LGBT Marketing Research and Case Studies: How Corporations, Non-Profits and Government Outreach to the LGBTQ Community in 2015
This opening session will review the latest research on LGBTQ marketing and communications as well as present case studies on successful campaigns reaching the LGBT community. Among the topics covered will be generational and gender differences in outreach strategies, leveraging marriage equality, and LGBT inclusiveness in general market communications.

Additional Speakers for this Presentation
David Paisley - Community Marketing & Insights
David Paisley

Senior Research Director
Community Marketing & Insights
Lu Xun - Community Marketing & Insights
Lu Xun

Community Marketing & Insights
 

09:55 AM
to
10:20 AM


 

Dionne Joyner-Weems - Visit Baltimore
Dionne Joyner-Weems

Vice President of Marketing
Visit Baltimore

 

All Access Baltimore
In 2008, Visit Baltimore launched a LGBT Tourism marketing program designed to promote Baltimore as an LGBT-Friendly destination for visitors. Over the past four years, Visit Baltimore raised awareness of Baltimore as a great LGBT travel destination through print campaigns, increased website presence, media relations outreach and a cooperative partnership with Baltimore’s Gay & Lesbian Community Center in the development of Baltimore’s first LGBT Travel Guide. But, Visit Baltimore was not without competition from other destinations. Take a look at how Baltimore used the sponsorship of LGBT film festivals along the East Coast to connect with potential visitors in a fun and entertaining manner.

Takeaways: Discuss the power of event sponsorships, leveraging relationships and creative marketing.

 

10:20 AM
to
10:45 AM


 

Matt Skallerud - Pink Banana Media
Matt Skallerud

President
Pink Banana Media

 

Instagram, Photos and #hashtags in the LGBT Travel World
In this presentation, we'll be taking a look at some of the best practices in utilizing photos and Instagram for destinations, tour operators, hotels and more. Starting with what Tourism Australia has done in terms of setting the standard in maximizing the use of photos in destination marketing, we'll take a closer look at what others have done in the LGBT travel world when it comes to sharing high-quality, user-generated photos alongside their own in their marketing outreach.

 

10:45 AM
to
11:05 AM


 

 

Break

 

11:05 AM
to
11:30 AM


 

Alexis Dee - Southern Comfort Conference Inc.
Alexis Dee

President Board of Directors
Southern Comfort Conference Inc.

 

Putting the T in LGBT: Fort Lauderdale's Efforts to Welcome the Transgender Community
Travel by the transgender community is often overlooked by travel companies outreaching to the LGBT community. This session will explore the opportunities for increased travel business by the transgender community, as well as important sensitivity issues around preparing for transgender traveler arrivals. The session will explore the case study of the Fort Lauderdale Convention & Visitors Bureau. GFLCVB recently commissioned research, and developed a transgender community outreach program, yielding immediate results. Key findings will be presented as well as a discussion on best practices.

Additional Speakers for this Presentation
David Paisley - Community Marketing & Insights
David Paisley

Senior Research Director
Community Marketing & Insights
 

11:30 AM
to
12:30 PM


 

Fred Dixon - NYC & Company
Fred Dixon

President & CEO
NYC & Company

 

LGBT Tourism Marketing in the Big City: New York
NYC is the most visited big city in America and home to one of the largest, if not the largest concentrations of LGBT residents. It is also the most popular destination visited by LGBT travelers.
So why does it need to still market to the LGBT audience?
How does it speak to them?
Can NYC strategies be employed by other destinations that may be smaller and not have the same resources?

Join NYC & Company, the official Destination Marketing Organization for NYC as it addresses these and a number of other related subjects on Tourism Marketing to the LGBT audience.

Additional Speakers for this Presentation
Donna Keren, Ph.D. - NYC & Company
Donna Keren, Ph.D.

Senior Vice President, Research & Analysis
NYC & Company
Ed Hogikyan - NYC & Company
Ed Hogikyan

Senior Vice President, Marketing
NYC & Company
 

12:30 PM
to
01:30 PM


 

 

Lunch

 

01:30 PM
to
02:00 PM


 

Apoorva Gandhi - Marriott International
Apoorva Gandhi

Vice President, Multi-Cultural Affairs
Marriott International

 

How Cultural Competence Helps Your Bottom Line
Come and learn about how Companies have improved their financial results and guest experiences by focusing on ‘The differences that make a difference’. This multimedia presentation is full of fun trivia , videos, and case studies that will show you how to engage with the next generation consumer and build your individual brands and portfolio! We will showcase easy to use resources as well to help you reach your goals!

Takeaways:
  - need a holistic approach to the LGBT market
  - need to really understand the business case
  - need to know ‘The differences that make a difference’

 

02:00 PM
to
02:25 PM


 

Todd Evans - Rivendell Media
Todd Evans

President & CEO
Rivendell Media

 

Travel Advertising in LGBT Media 2014 – an overview
A brief overview of some of the top travel advertisers in LGBT media in 2014, including which travel companies are placing ads and what creative and campaign strategies are they running.

 

02:25 PM
to
02:50 PM


 

Tanya Churchmuch - MuchPR
Tanya Churchmuch

Founder
MuchPR

 

How to successfully reach out to the lesbian market
In this session, I will take a short look back at the history of lesbians in travel, including a look at how lesbians were, for many years, ignored in traditional "LGBT" travel advertising. Over the past 5 years, lesbians have been included in more campaigns, but there is still a lot of room for improvement. In this session you will learn about the potential of the lesbian market and how to reach this market.

Takeaways:
  - Why the lesbian market is a valuable and lucrative market to reach out to
  - How the lesbian market differs from the gay market, and why you can't just lump them together

 

02:50 PM
to
03:15 PM


 

Ross D. Levi - Empire State Development / New York State Division of Tourism
Ross D. Levi

Vice President, Marketing Initiatives
Empire State Development / New York State Division of Tourism

 

I LOVE NEW YORK LGBT: A Case Study in LGBT Tourism Marketing
This presentation will explore the creation and launch of New York State’s LGBT tourism initiative under the state’s iconic I LOVE NEW YORK brand. The presentation will present the thinking behind the initiative, its goals and strategies, and the tactics utilized to introduce the campaign to the public and help it grow.

Attendees will see how market research can be used to create better LGBT tourism marketing campaigns. They will also learn about creative tactics that can be used to launch and grow such campaigns, including PR / earned media, digital marketing, live event activations, social media and partnerships.

 

03:15 PM
to
03:35 PM


 

 

Break

 

03:35 PM
to
04:05 PM


 

Joe Keenan - MWW Group
Joe Keenan

Vice President, LGBT Practice
MWW Group

 

Speaking LGBT : Tips for travel companies of all sizes
The LGBT segment has grown to be far more than a niche market and brands of all size are taking notice. In this session we will discuss how all travel and hospitality brands regardless of size can prepared for LGBT customers and how they can best leverage the LGBT segment through marketing, strategic public relations and social media.

Take Aways - Through this session, participants will:
  - Learn key elements in developing an LGBT communications plan that fits any budget
  - Explore guidelines for finding an authentic voice [internal and external]
  - Learn best practices via practical examples

 

04:05 PM
to
04:30 PM


 

Ed Salvato - ManAboutWorld
Ed Salvato

Co-Founder
ManAboutWorld

 

Your guide to successful group press trips: a practical guide with useful examples
At their best, press trips align the interests of travel promoters, travel journalists and travelers. In our decades of experience in travel editorial, we’ve experienced the very best of this synergy, as well as too many head-scratching missed opportunities. The best press trips follow the simple guideline of being tailored to their audience. But in practice, creating press trips that do this isn’t simple — particularly for an LGBT audience, which isn’t nearly as homogenous as our umbrella acronym would imply. We’ve taken the best practices we’ve observed over the years, combined them with advice from some of the best press trip organizers we’ve met along the way, and organized it into a comprehensive Guide to Press Trips. This presentation provides highlights of key sections of this guide along with examples of how this has resulted in great coverage.

Takeaways:
  - Attendees will learn tips for curating a successful press trip;
  - They’ll learn the importance of different types of communications before, during and after the trip;
  - They’ll learn about some of the important [and often overlooked] logistics of organizing a successful
     press trip.

The learnings from this session are directly pertinent to running LGBT group press trips but are also applicable to just about any press trip.

 

04:30 PM
to
05:00 PM


 

 

Closing Remarks