Advertising for travel destinations, especially in print, usually works in clichés. You have to try to capture the essence or promise of a goal in a picture, a page. Most of the time, these stereotypes are supposed to make you stop and stare.
And this new print ad campaign from Las Vegas Tourism Authority LVCVA certainly does it by pushing the boundaries of clichés in a mix of mock seriousness and irony. The five series of ads with the slogan “Everyone is welcome, including straight people” are aimed at gay and lesbian travelers who are able to go beyond what they call “gay friendly” and gay-oriented, at least in terms of the elegance of Las Vegas lifestyle.
That the LVCVA chose this particular execution, despite the right aim, can offend even the LGBT community, as the comments on this blog show. What do you think?
Click the thumbnails below for the full ads:
“Everyone is welcome, including straight people.”
LGBT advertising is nothing new. It’s been here for decades. For too long, brands have been telling us they’re “gay friendly,” showing us a free same-sex couple, putting a rainbow logo on it, and calling it a day. Las Vegas decided to do something different. To imagine a world where every now and then we have to remind straight people that Las Vegas is one of them … as long as they are willing to share.
Advertising agency: R & R Partners, Las Vegas, USA
Executive Creative Director: Arnie DiGeorge
Creative Director: Doug Finelli
Deputy Creative Director / Art Director: Mark Naparstek
Deputy Creative Director / Copywriter: Chris Hagan
Photographer: Brian Kuhlmann
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