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PROUD Experiences is the world’s first event dedicated to inclusivity and the LGBTQIA+ travel community, a group that spends some $218 billion globally each year.
In addition to creating engaging onsite media programmes year on year, Spotlight reached whole new segments of international journalists interested in developing content about LGBTQIA+ travel and lifestyle and attended PROUD to understand more.
– Simon Mayle, Event Director
Spotlight Communications created the launch PR campaign for PROUD Experiences in London in 2018. Following the PR strategy that supported the event’s transition to the US the following year, ongoing activity focused on targeting international media and content creators to join the event and include diversity in their travel pages.
With a brief to engage relevant agents and exhibitors worldwide, Spotlight worked with LGBTQIA+ media and content creators internationally as well as those from mainstream media. Collaborating with the organisers, sector specialists and key exhibiting partners, Spotlight also developed a comprehensive media programme that resonated with attending trade and consumer media from all over the world.
Maximising exposure and collaborative opportunities for PROUD Experiences was integral to the PR campaign. The team connected with international trade and consumer travel writers, LGBTQIA+ publications with strong travel sections and digital content creators in the LGBTQIA+ travel space, with tailored messaging and calls to action for each.
Since the launch of PROUD Experiences in London, Spotlight has hosted more than 100 media and content creators, creating over 1,000 opportunities for media to meet with brands targeting the LGBTQIA+ travel sector. Coverage for the show itself included CBS, National Geographic, Travel Weekly and TTG Luxury.
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