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Gold Coast Removes 'Package' From Website |
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Written by Instinct Staff |
Wednesday, 11 July 2012
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| Tags: gold coast, australia, gay marketing, travel packages |
Get a good look at the package above, because as 'impressive' as it may be from now on you'll have to travel to the Gold Coast to see it! Gold Coast Tourism (GCT) removed the picturesque package that was advertising, well, travel packages, after mainstream media started to report on the ad campaign. See what the GCT has to say about it after the jump!
Ben Pole, the GCT Director of Marketing and Communication says: "That image did not represent the tone and style were were going for in our campaign, which is part of carefully planned niche marketing strategy that has been two years in development," reported The Austrailian.
"The image was used as a lead image in news stories about our campaign, which we think is an incorrect interpretation of our marketing strategy. We didn’t want that image reducing our marketing strategy to a crotch shot. So we have removed it from our site," he said.
It's obvious the Gold Coast was advertising to the niche LGBT travel market, and more specificially, gay men. And we're not quite sure they had a problem with the ad. The Gold Coast is a popular same-sex destination having been accredited as the only "GayComfort" city within the nation by IGLTA, the International Gay and Lesbian Travel Association.
What's your Instinct, did you think the GCT made the right decision in removing the ad?
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