Destination travel organizations can be very competitive with each other. They may think if you choose Orlando, you won’t choose Las Vegas. That can be especially true for LGBTQ+ travel destinations. That is why the news from the world’s top LGBTQ+ travel marketing organization caught the world by surprise. Visit Lauderdale announced an historic partnership with one of the best known LGBTQ+ destinations in the world, Provincetown. Greater Fort Lauderdale will do a marketing campaign “take over Provincetown” in 2024. We joke of course but Visit Lauderdale is becoming the first ever Destination Marketing Organization to deliver a marketing takeover of another travel destination by encouraging visitors of P’town to visit Greater Fort Lauderdale. A partnership with the Provincetown Business Guild will bring Visit Lauderdale’s message of LGBTQ+ inclusion to millions of Provincetown’s annual visitors. The campaign runs all through Ptown’s season, but especially key event highlights including Pride, May 31 to June 2, Bear Week, July 13 to 20 and Carnival, August 17 to 24. The integration leverages more than 1 million unique impressions annually via the Provincetown Business Guild digital platforms; including their social media channels, and website, Ptown.org. Visit Lauderdale made the point that this is not sponsorship of a single event but rather this is a never before seen marketing takeover from one destination to another. Richard Gray, the Senior Vice President of Inclusion & Accessibility at Visit Lauderdale, told Queer News Tonight “I am beyond thrilled as we once again think outside of the box to promote Greater Fort Lauderdale. Visit Lauderdale continues to be the generators of change and we are dedicated to being a destination where ALL people are welcomed, regardless of gender, gender expression, body size, race. religion or disability. Marketing to the LGBT+ and ally travelers in Provincetown makes savvy strategic sense as we make travelers aware that Greater Fort Lauderdale is one of the world’s top LGBTQ+ travel destinations. We continue to be global thought leaders and nothing makes me prouder.“ Visit Lauderdale and LGBTQ+ Broward County as a destination will have a presence throughout 2024 in another world class LGBTQ travel destination that says to every one of their visitors, come to Provincetown then come to South Florida where the destination welcomes “Everyone Under The Sun.”
