One Human Family in the Florida Keys

Key West has become a leading global destination for LGBT travel, having embraced tolerance and celebrated diversity for decades. To capitalise on this
and develop further relationships with influential LGBT media, we created a campaign centred on Brighton & Hove Gay Pride, the UK’s biggest LGBT festival.
The campaign consisted of four elements: VIP hospitality starting in London on a special ’Florida Keys Rainbow Bus’ that brought guests to the event in Brighton’s Preston Park; a social media campaign using the dedicated hashtag #FLKeysPride; a two-page advertorial and full page advertisement in the Brighton Argus’ special Pride issue; and paid content generation with website Gay Star News.
New relationships with target media generated by the campaign resulted in significant coverage for the Keys in target titles, along with individual media visits to the destination and their resulting features.