Visit Salt Lake

Changing Perceptions of Salt Lake’s LGBTQ+ Inclusivity

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Visit Salt Lake didn’t just want to revamp the LGBTQ+ section on their site: they also wanted Boombox to help them change the perception that they aren’t welcoming to gay travelers. With over 20 years of major success helping clients connect authentically with queer audiences, we knew exactly what needed to be done.

First, we met with Visit Salt Lake’s marketing team to better understand their needs and goals. We then completed a comprehensive audit of all their marketing efforts to date, as well as conducted our own research about the city and its target audience. The information we gathered helped us to develop a unique marketing strategy designed to gain traction with this influential audience. We recommended website revisions, social media targeting, and identified influencers that could properly leverage the brand.

Authentic community insights
Unique strategies
Inclusive tourism marketing

Next, we identified specific LGBTQ+ leaders and allies in the local community to create an advisory committee to help us gain local support, provide unique insights, and work in partnership with the tourism board.

The strategic plan was well-received by all and was implemented based on our recommendations.

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