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The Big Idea Results

Increased the Keys’ profile as an LGBT destination by reaching a potential audience of 300,000 at the event, together with a readership of 100,000 of the Brighton Argus

Helped to position the Keys correctly by hosting 17 leading LGBT media and generating 10 individual media visits to the Keys

Generated 60 colourful social media posts and shares, along with a travel feature, live video posts and an online competition to influence opinion and educate this key market sector

Key West has become a leading global destination for LGBT travel, having embraced tolerance and celebrated diversity for decades. To capitalise on this and develop further relationships with influential LGBT media, we created a campaign centred on Brighton & Hove Gay Pride, the UK’s biggest LGBT festival.

The campaign consisted of four elements: VIP hospitality starting in London on a special ‘Florida Keys Rainbow Bus’ that brought guests to the event in Brighton’s Preston Park; a social media campaign using the dedicated hashtag #FLKeysPride; a two-page advertorial and full page advertisement in the Brighton Argus’ special Pride issue; and paid content generation with website Gay Star News.

New relationships with target media generated by the campaign resulted in significant coverage for the Keys in target titles, along with individual media visits to the destination and their resulting features.

“i really enjoyed working with KBC around the brighton pride festival. the pride bus was a fresh idea and a cute element to the day, the video and written content produced were fun, colourful and felt authentic. KBC were quick, efficient and responsive to any queries i had throughout”

Jamie Tabberer, Travel Editor, Gay Star News