Visit Lauderdale Launches Pro-LGBT+ Marketing Campaign

Visit Lauderdale is launching a new social media campaign specifically aimed at highlighting the destination’s social inclusion and LGBT+ outreach.

The campaign includes some social media graphics with the tagline “No End to the Rainbows Down Here” which invites followers to share photos of rainbows with the hashtag #EveryoneUnderTheSun. Visit Lauderdale says the campaign will also feature stories from local LGBT+ businesses and individuals, again asking followers to “show support for our inclusive destination.”

“Greater Fort Lauderdale has always been, and will always be, a place where everyone is welcome,” said Stacy Ritter, president and CEO of Visit Lauderdale. “We stand by our commitment to provide a welcoming experience for all travelers, including our LGBT+ community. Our doors are open, and we invite everyone to explore our beautiful destination and be part of our diverse and inclusive culture.”

Ft. Lauderdale’s LGBT+ history

The campaign is not a surprise for people who have followed the history of Ft. Lauderdale. The city has long celebrated its LGBT+ history, including the area’s first gay bar, Club Ha-Ha, which opened in 1935, and its emergence as an inclusive city in the 1970s and 1980s.

The city’s reputation as a LGBT+ haven also includes Wilton Manors, which is referred to as “the gayborhood” because of its history of welcoming the LGBT+ community, and the annual Stonewall Pride Festival that is celebrated in June on Wilton Drive in Wilton Manors Florida.

In terms of tourism specifically, a spokesperson for Visit Lauderdale told TMR that this is not the first campaign that the destination has launched to highlight inclusion.

“It is part of our DNA as a tourism marketing agency,” Attiyya Atkins, Visit Lauderdale’s Senior PR and Communications Manager said.

Differences with Visit Florida

Ft. Lauderdale is moving to highlight its inclusive behavior as Visit Florida, the tourism arm of the state as a whole, goes the other way.

Visit Florida in August dropped references to LBTQ+-friendly travel from its website, VisitFlorida.com, including several pages that highlighted gay-friendly travel options in the state (Visit Lauderdale’s LGBT+ page remains active).

The CEO of Visit Florida Dana Young told reporters at last month’s Governor’s Conference on Tourism in Tampa that the organization dropped the references because, as a tax-payer-funded organization, it had to align its marketing strategy with the state, according to local ABC news.

Visit Lauderdale’s Atkins told TMR that neither this campaign nor its 2022 brand campaign called “Everyone Under the Sun” has affiliation with Visit Florida, even though Visit Lauderdale does sometimes work with Visit Florida.

“This campaign is not an example of a project that we have collaborated on,” she added. “Visit Florida is a public/private partnership that works with many tourism bureaus throughout the state, including Visit Lauderdale.”

When asked about the campaign in light of the Visit Florida move, Visit Lauderdale said:

“Visit Lauderdale stands unwavering in its commitment to inclusivity and diversity. We firmly believe that Greater Fort Lauderdale is a destination for everyone, regardless of their sexual orientation, gender identity, race, religion, body size, or disability. We will continue to celebrate and support our vibrant LGBT+ community and allies through dedicated programs, events, and resources that ensure every visitor feels seen, respected, and welcomed.”

TMR has reached out to Visit Florida to ask about the Visit Lauderdale campaign but has not heard back.