Dubbed ‘Rainbow Pilgrimage', the year-long initiative is designed to commemorate the 40th anniversary of the Stonewall riots. It aims to promote a visit to the city as a ‘rite of passage' for the gay and lesbian communities.
George Fertitta, CEO of NYC & Company, said: ‘New York City is an iconic destination for the gay and lesbian visitor. We are eager to invite and welcome even more gay travellers to visit New York City in 2009.'
Digital banner messaging will be used in the UK from April 13th, and outdoor adverts will be seen throughout the UK and Spain until June.
This article was first published on marketingmagazine.co.uk