With so many world-class destinations marketing themselves to the LGBT traveler today, it's important for some of these destinations to stand out amongst the crowd. For these select few, the following is a 3-pronged approach to doing just that, with a strategy developed over the past few years that taps into the growth of targeted, programmatic ad buying, along with the maturation and overall acceptance of social media in society today.

1. SpainTourism
2016 LGBT Campaign – Case Study – Ideas, Concepts and Strategy

2. Instagram, Snapchat, photos, videos and #hashtags in the LGBT World
@mattskal
@VisitGaySpain
mattskal PinkBananaMedia
& mattskal
@mattskal
#VisitGaySpain & #GayTravel
mattskal mattskal mattskal

3. SpainTourism – 2016 LGBT Campaign
Case Study - Ideas, Concepts & Strategy

4. SpainTourism – 2016 LGBT Campaign
Case Study – Ideas, Concepts & Strategy
▪ Facebook Newsfeed & Website Banner Advertising using programmatic
technology - reach your destination’s LGBT traveler using some of the
latest techniques in the integration of technology with online advertising.
▪ Social Media, including LGBTTravelWriters, Bloggers,YouTube Content
Creators & Influencers – we can monitor any and all conversations, articles
and blog postings related to your destination and ensure your organization
has its “share of voice” and is part of these online conversations. We can
also help you tap into the expanding world of LGBT media and individuals
who can help destinations spread the word as well.
▪ Create campaign such as #VisitGaySpain to tap into User Generated
Content and Curated Content related to #GaySpain, and get your LGBT
travelers promoting Spain for you!

5. Spain
Tourism
Campaign Case Study - 2016
Targeted, Programmatic LGBT Banner Advertising
For 2016, tap into the latest in programmatic banner ad
technology to target your message specifically to LGBT
travelers, wherever they may be. This allows more specific
targeting to reach individuals interested in resort travel,
backpacking, urban exploring, etc. We can also target a
more affluent and higher income LGBT traveler, as well as
those interested in taking a cruise or European vacation in
2016.

6. Spain
Tourism
Campaign Case Study - 2016
Programmatic,Targeted LGBT Banner Advertising

7. Spain
Tourism
Campaign Case Study - 2016
Programmatic,Targeted LGBT Banner Advertising
General LGBT sites

8. Spain
Tourism
Campaign Case Study - 2016
Programmatic,Targeted LGBT Banner Advertising
LGBTTravel sites and articles

9. Spain
Tourism
Campaign Case Study - 2016
Programmatic,Targeted LGBT Banner Advertising
LGBT mobile apps

10. Spain
Tourism
Campaign Case Study - 2016
Programmatic,Targeted LGBT Banner Advertising
FineTuning Campaign

11. Spain
Tourism
Campaign Case Study - 2016
Programmatic,Targeted LGBT Banner Advertising
FacebookTargetedAdvertising

12. Spain
Tourism
Campaign Case Study - 2016
Programmatic,Targeted LGBT Banner Advertising
FacebookTargetedAdvertising

13. Spain
Tourism
Campaign Case Study - 2016
Programmatic,Targeted LGBT Banner Advertising
FacebookTargetedAdvertising – Photos & Images

14. Spain
Tourism
Campaign Case Study - 2016
Programmatic,Targeted LGBT Banner Advertising
FacebookTargeted Advertising - Content

15. Spain
Tourism
Campaign Case Study - 2016
LGBTTravelWriters, Bloggers & Influencers
It’s one thing to get leading LGBT publications to write
about your destination… they’ve gotten quite good at
expanding your editorial reach via the writer’s own
personal social media, as well as that of their parent LGBT
publication.

16. Spain
Tourism
Campaign Case Study - 2016
LGBTTravelWriters, Bloggers & Influencers

17. Spain
Tourism
Campaign Case Study - 2016
LGBTTravelWriters, Bloggers & Influencers
There are leaders in the “Bloggers & Influencers” world of
gay travel, each using a variety of social media platforms
to broadcast their message far and wide.

18. Spain
Tourism
Campaign Case Study - 2016
LGBTTravelWriters, Bloggers & Influencers
There are leaders in the “Bloggers & Influencers” world of
gay travel, each using a variety of social media platforms
to broadcast their message far and wide.

19. Spain
Tourism
Campaign Case Study - 2016
LGBTTravelWriters, Bloggers & Influencers
There are leaders in the “Bloggers & Influencers” world of
gay travel, each using a variety of social media platforms
to broadcast their message far and wide.

20. Spain
Tourism
Campaign Case Study - 2016
LGBTTravelWriters, Bloggers & Influencers
Influencers share blog postings, photos and videos via
their social media network

21. Spain
Tourism
Campaign Case Study - 2016
LGBTTravelWriters, Bloggers & Influencers
Influencers share blog postings, photos and videos via
their social media network

22. Spain
Tourism
Campaign Case Study - 2016
LGBTTravelWriters, Bloggers & Influencers
Our team shares these as well.

23. Spain
Tourism
Campaign Case Study - 2016
User-Generated Content (UGC), Content Curation and
the Concept of #VisitGaySpain
The 3rd component of this LGBT marketing strategy for
2016 is to develop a program that taps into and
encourages your LGBT travelers to promote travel to
Spain. The components of this program are as follows:
▪ Select a hashtag, in this case, #VisitGaySpain
▪ Begin monitoring and curating the best #VisitGaySpain and
#GaySpain content, reposting, retweeting and sharing your
picks.
▪ Create a website for this campaignVisitGaySpain.com that
simply features all of the UGC and curated content in a nice,
easy-to-navigate way. Ensure it links to a few key areas of
your main website dedicated to LGBT travel to Spain, but keep
it mostly focused on theTweets, photos, videos and more that
your LGBT travelers are sharing via social media.
▪ Create a full set of social media profiles for @VisitGaySpain
▪ Include your own destination’s content in the form of blog,
photo and video postings as well

24. Spain
Tourism
Campaign Case Study - 2016
TIP: How to Choose #hashtags to use
Look at it as Search Engine
Optimization (SEO), but for
social media.
Options include:
- Region: #GaySpain
-Theme: #GayTravel
- Unique: #VisitGaySpain

25. Spain
Tourism
Campaign Case Study - 2016
UGC Campaign - #VisitGaySpain
We can monitor all conversations, blog posts, articles,
Instagram photos andYouTube videos related to
#GaySpain

26. Spain
Tourism
Campaign Case Study - 2016
UGC Campaign - #VisitGaySpain
We can monitor all conversations, blog posts, articles,
Instagram photos andYouTube videos related to
#GaySpain

27. Spain
Tourism
Campaign Case Study - 2016
UGC Campaign - #VisitGaySpain
We’re using Scoop.it’s content curation and website
embedding tools to createVisitGaySpain.com

28. Spain
Tourism
Campaign Case Study - 2016
UGC Campaign - #VisitGaySpain
We’re using Scoop.it’s content curation and website
embedding tools to createVisitGaySpain.com

29. Spain
Tourism
Campaign Case Study - 2016
UGC Campaign - #VisitGaySpain
Articles are immediately shared onVisitGaySpain’s
Facebook,Twitter and Instagram accounts

30. Spain
Tourism
Campaign Case Study - 2016
UGC Campaign - #VisitGaySpain
Articles are immediately shared onVisitGaySpain’s
Facebook,Twitter and Instagram accounts

31. Spain
Tourism
Campaign Case Study - 2016
UGC Campaign - #VisitGaySpain
Articles are also shared in LGBT travel groups
on LinkedIn and Facebook

32. Spain
Tourism
Campaign Case Study - 2016
UGC Campaign - #VisitGaySpain
Articles are also shared in LGBT travel groups
on LinkedIn and Facebook

33. Spain
Tourism
Campaign Case Study - 2016
UGC Campaign - #VisitGaySpain
OnTwitter, we can monitor top conversations and users of
#GaySpain and include @VisitGaySpain and
#VisitGaySpain in these conversations

34. Spain
Tourism
Campaign Case Study - 2016
TIP: @ Symbol used on LinkedIn,Twitter,
Facebook, Instagram and Google+
When sharing posts via social media, connect them to profiles
and company pages associated with people and businesses
mentioned in article, blog post, photo or video.

35. Spain
Tourism
Campaign Case Study - 2016
TIP: @ Symbol used on LinkedIn,Twitter,
Facebook, Instagram and Google+
Example: Connecting with Auston ofTwoBadTourists.com
#LGBTBizTech Conference Speaker -
Auston Matta fromTwoBadTourists -
Developing and Successfully Executing
an Online Campaign as an Amateur or
Small Business #LGBTBiz
#LGBTWeekNYC
http://www.lgbtbiztech.com/speaker/AustonMatta.cfm
Posted on Facebook with connection to profile
Posted on Instagram with connection to profile
Posted onTwitter with connection to profile
Posted on Google Plus with connection to profile

36. Spain
Tourism
Campaign Case Study - 2016
TIP: “Quote”Tweet
Now you can add your “2-cents” and 117 more characters

37. Spain
Tourism
Campaign Case Study - 2016
TIP: Why the Dot?
By default,Twitter sees these as “conversations” and limits who
can view the interactions. Placing a period in front of the @
symbol, but only at the very beginning of theTweet, changes
this so that it’s not a conversation, and will be broadcast further.

38. Spain
Tourism
Campaign Case Study - 2016
UGC Campaign - #VisitGaySpain
We can monitor the hashtag activity usingTagboard.com

39. Spain
Tourism
Campaign Case Study - 2016
TIP: Ads & Posters with your accounts
Optionally, this campaign can have ads and posters
designed and posted prominently to help
encourage LGBT travelers to use the hashtag and
social media accounts when they share and tag
their content.

40. Spain
Tourism
Campaign Case Study - 2016
UGC Campaign - #VisitGaySpain
Once per month, create a blog posting that highlights
the best of the UGC from this campaign, and spread this
far and wide via your own website and social media.

41. Spain
Tourism
Campaign Case Study - 2016
UGC Campaign - #VisitGaySpain – Online Contests
We’re also able to put together online contests with e-mail
capture that are “gamified”, encouraging users to share via
social media and refer their friends in order to improve
their odds of winning.

42. Spain
Tourism
Campaign Case Study - 2016
UGC Campaign - #VisitGaySpain – Online Contests
We’re also able to put together online contests with e-mail
capture that are “gamified”, encouraging users to share via
social media and refer their friends in order to improve
their odds of winning.

43. Spain
Tourism
Campaign Case Study - 2016
UGC Campaign - #VisitGaySpain – Online Contests
Some contests can be designed to increase your social
media followers and likes as well.

44. Spain
Tourism
Campaign Case Study - 2016
Campaign Summary – Measured and Analyzed
This campaign can be measured and analyzed for
impressions, click-throughs and reach. We’ll also know
who the top LGBT influencers are, what they are saying
and more.

45. Lastly, a word about Search
Search and SEO, both organic (Free) and paid, is still very
important in an online marketing campaign.

46. Lastly, a word about Search
Search and SEO, both organic (Free) and paid, is still very
important in an online marketing campaign.

47. Lastly, a word about Search
Search and SEO, both organic (Free) and paid, is still very
important in an online marketing campaign.

48. Lastly, a word about Search
Search and SEO, both organic (Free) and paid, is still very
important in an online marketing campaign.

49. Lastly, a word about Search
Search and SEO, both organic (Free) and paid, is still very
important in an online marketing campaign.

50. Spain
Tourism
Campaign Case Study - 2016
User Generated Content (UGC), Curated Content and
the Concept of #VisitGaySpain
In summary, this campaign will:
▪ Increase high-quality visitors and traffic to this site and
your main LGBT website or microsite.
▪ Increase your Share ofVoice (SOV) within any and all
social media conversations related to LGBT travel to
Spain
▪ Develop a strong database of future LGBT travelers via
any e-mail sign-up forms or travel contests you may use
for this campaign, as well as those who “follow” or “like”
your various social media profiles.
▪ Tap into a whole new demographic of LGBT travelers,
including Millennials.
▪ Be easily monitored and maintained with a minimum of
effort