Wörthersee Tourism is the only Carinthian region to advertise for the LGBTQ community with the Pink Lake Festival – and is now starting a year-round gay marketing with a daring campaign.
Wörthersee (OTS) – The Pink Lake LGBTQ Festival on Lake Wörthersee has been an integral part of the party-ready gay community at the end of August for more than 10 years. After the festival had to be canceled last year due to the corona, the region decided to also rely on year-round gay marketing from now on.
For the first campaign, the Viennese agency Vangardist Media and the German agency SÍSÍ were brought on board for professional support. Both agencies have a queer focus and are run by representatives of the gay community. They developed a competition around the hashtag # DerWärmsteMoment, with which a short vacation – with a partner or with friends – at the lake can be won. The lucky winners will be invited to a professional photo shoot and become Pink Lake ambassadors for the region.
The ambiguity of the term “warm” as an attribute of the lake and a designation for homosexual people was chosen quite knowingly for the campaign – and is currently polarizing in social media.
Mag. Roland Sint, CEO of Wörthersee Tourismus GmbH, added: “Negative comments come mainly from users who do not belong to the gay community. But we get a lot of positive feedback from our queer followers, who we want to get excited about the Wörthersee with the campaign. And we are very pleased that the many competition participants have already posted great posts on Instagram. ”
Claudius Desanti and Sven Tomschin, owners of the SÍSÍ agency, would like “with a twinkle in their eye and great respect for the community to reinvent a previously derogatory meaning of the word“ warm ”. The role model for us here is also the gay community, which, for example, has transformed the word “gay” from an originally negative to a proud positive self-designation ”.
Even if the Wörthersee Tourism has to accept some negative criticism, GF Mag. Sint sees his approach confirmed: “We are proud of the fact that we are the only Carinthian region to have achieved a lot in terms of acceptance with our gay marketing and are doing a lot with the current campaign again attentive to this very important subject. However, there is obviously still a lot to be done here. In any case, we are happy to continue. “
Inquiries & contact:
Wörthersee Tourismus GmbH
Stefanie Thaller
thaller@woerthersee.com
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