There are some stories that are so bizarre that they defy comment. All we can do is report the facts and you can draw your own conclusions. According to the Associated Press, "Air New Zealand is delving into the gay and lesbian market with a special themed flight that will feature drag queens, pink cocktails and a cabaret performed by the flight crew."
Hmm. The 14-hour flight from San Fransisco to Sydney will coincide with the Gay and Lesbian Mardi Gras, and will feature gay-themed movies and a special "Get-onboard-girlfriend" going away party for travelers. Flyers will pay an average of $1,000 round-trip.
It sounds campy and perhaps a bit dated, but it should generate tons of publicity -- good and bad -- for Air New Zealand. Absolut Vodka became an extremely valuable brand, in large part because of its focus on targeting the relatively-affluent LGBT community.
It remains to be seen whether an American airline will take on something this ambitious -- and potentially controversial. But if Air New Zealand has success -- which it will -- it's something that will have to be considered.
Wanna go on a gay plane ride?
Posted Sep 16th 2007 8:13PM by Zac Bissonnette
Filed under: Products and Services, Marketing and Advertising, Small Business
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Reader Comments (Page 1 of 1)
9-17-2007 @ 4:14AM
Ian Johnson said...
We think this might get traction with the sub-segment of the gay and lesbian market that is into things 'campy' and 'fabulous', but wonder aloud whether that sub-segment is really the greatest share anymore of what is a market that can require a more leading-edge marketing communications approach.
We covered this over at
http://www.gaymarketnews.com/2007/09/gay-and-lesbian-marketing-new-zealand.html
which your readers may find of further interest on the topic.
Ian Johnson,
Out Now Consulting
http://www.OutNowconsulting.com
http://www.GayMarketNews.com
9-17-2007 @ 4:09AM
Ian Johnson said...
We think this might get traction with the sub-segment of the gay and lesbian market that is into things 'campy' and 'fabulous', but wonder aloud whether that sub-segment is really the greatest share anymore of what is a market that can require a more leading-edge marketing communications approach. We covered this over at http://www.gaymarketnews.com/2007/09/gay-and-lesbian-marketing-new-zealand.html which your readers may find of further interest on the topic. Ian Johnson,Out Now Consulting http://www.OutNowconsulting.com http://www.GayMarketNews.com