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Altus Group welcomes Delta Air Lines (NYSE:DAL), the airline that
serves more worldwide destinations than any other carrier, as a
national sponsor of the City Navigaytour. Delta is the first major
airline to support the travel guide, which is written specifically for
gay and lesbian tourists, as part of its commitment to diversity.
The agreement will support Altus Group's national expansion as it
launches guides in Southeastern cities including Miami/Ft. Lauderdale.
"This is a huge endorsement for the City Navigaytour as a vehicle
for reaching gay and lesbian travelers," said David Jefferys,
president of Altus Group and publisher of the City Navigaytour.
Gays and lesbians represent one of the strongest travel
demographics. As a group, lesbian and gay travelers spend more than
$55.1 billion annually on tourism according to Community Marketing,
Inc., a gay and lesbian market research firm. In addition, gays and
lesbians have the highest per-capita spending in the United States at
more than $42,000 per person.
The City Navigaytour was founded in Philadelphia in 2002 as an
outgrowth of Altus Group's award-winning, "Philadelphia: Get Your
History Straight and Your Nightlife Gay" tourism campaign. The
campaign established Philadelphia as a gay-friendly city and also
spawned the City Navigaytour.
"The idea was to provide an orientation tool so that visitors
could enjoy all that Philadelphia had to offer," Jefferys said.
To help establish the guides, he worked with local tourism
organizations to develop content and gain support. Over time the
Navigaytour caught on, providing unique access to gay and lesbian
visitors.
Based on their success, Jefferys expanded the guides to several
new cities including Pittsburgh, Chicago, San Diego and New Orleans
and attracted national retail and hospitality advertisers. Then, he
set his sights on expanding into Miami/Ft. Lauderdale, widely
acknowledged as a hub for gay travelers.
In August, he began talking with Delta, which offers a wide range
of domestic and international travel destinations for the gay
community and had been actively seeking a print partner to reach gays
and lesbians.
"Given Delta's focus on the GLBT community, we have been looking
for additional ways to reach this vitally important travel
demographic," said Scott Slater, Delta's director of Agency, Leisure
and Segmented Sales. "Based on Altus Group's experience with gay
consumers and the Navigaytour's track record in other cities, it was
clear that they were the right partner to help us in our efforts to
stimulate awareness in the markets of our diverse customer bases."
Delta Air Lines, which has long been official sponsor of many of
the nation's PRIDE festivals and offers delta.com/gaytravel for the
GLBT community, operates service to more worldwide destinations than
any airline with Delta and Delta Connection flights to 324
destinations in 58 countries. Since 2005, Delta has added more
international capacity than any other major U.S. airline and is the
leader across the Atlantic with flights to 36 trans-Atlantic markets.
To Latin America and the Caribbean, Delta offers more than 650 weekly
flights to 61 destinations. Delta's marketing alliances also allow
customers to earn and redeem SkyMiles on nearly 15,000 flights offered
by SkyTeam and other partners. Delta is a founding member of SkyTeam,
a global airline alliance that provides customers with extensive
worldwide destinations, flights and services. Including its SkyTeam
and worldwide codeshare partners, Delta offers flights to 489
worldwide destinations in 106 countries. Customers can check in for
flights, print boarding passes and check flight status at delta.com.
Altus Group (www.altus-group.com) is a full-service marketing
communications agency that specializes in gay and lesbian consumers.
Founded by David Jefferys, Altus Group created the first comprehensive
tourism campaign that targeted gay and lesbian travelers for a United
States destination. The campaign was one of only three to win two
platinum awards from the Hospitality Sales and Marketing Association
International (HSMAI). The other two include "I Love New York" and Las
Vegas' "What Happens Here Stays Here." Altus Group currently publishes
City Navigaytours for Philadelphia, Chicago, San Diego and Pittsburgh.
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