The London Tourist Board (LTB) is to target gay Americans in an advertising campaign to be launched in the United States in four weeks' time. The campaign will feature a mail shot featuring Big Ben with the slogan "If you think South Beach is the only place for tea, think again." South Beach is a gay centre in Miami, Florida.
The campaign targets gay urban professionals aged 30 to 50 and will promote entertainment and cultural activities considered to be of interest to the gay sector. "This is a huge market, particularly in the States," said Ms Helen Jones, head of Business Development at LTB.
"To date, LTB has never actively targeted this market, but cannot afford to ignore it. We know that London is probably commercially the largest gay scene in Europe and the value of the gay tourism market to the city is estimated at £1 billion per annum.
"London is a gay-friendly city and as such already attracts a huge number of gay tourists. We are aiming to build upon this and increase the market. Many of the things that London does best - theatre, restaurants - have been both inspired and supported by the gay community for many years," she added.
LTB will introduce a "pink" telephone in the spring. The telephone information line will provide information on bars and clubs, gay-friendly restaurants and events of interest to gay traveller.
Gay information will also be included on LTB's internet site (www.LondonTown.com) and an information sheet will be distributed in London' Tourist Information Centres.
The initiative comes a week after the Cayman Islands government refused to allow a cruise ship whose 700 passengers were gay to dock.