LGBT Marketing Comes to China
Posted in: UncategorizedA cheerful promotional cartoon from a major Chinese travel agency shows two women sharing one hotel bed and two men tucked into another. “Take your gay best friend to visit Hong Kong,” it proclaims, offering $80 off travel packages.
The promotion, showing this week on the Shanghai website of the travel agency Spring Tour, isn’t slick or high-profile. But it’s noteworthy because there are few portrayals of gays and lesbians in ads in China, though tolerance is increasing.
“There have been very few brands that have reached out in China, and the first that do are going to gain a lot of, not just kudos, but also loyalty from this community,” said Steven Paul Bielinski, who founded Shanghai LGBT Professionals to foster dialogue and cooperation with businesses on issues related to the gay, lesbian, bisexual and transgender community. “And that’s going to translate to a lot of business for these brands.”
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