What The Papers Say: Tourist Board’s in the pink with gay invitation

The London Tourist Board’s pounds 60,000 campaign to woo American gay tourists to the ’coolest city on the planet’ (Reuters) was reported over a three-day period last week. Six of the articles plainly reported the LTB’s business proposition that as the pink pound becomes a major economic factor ’London cannot afford to ignore the gay market’ (Evening Standard).

The London Tourist Board’s pounds 60,000 campaign to woo American

gay tourists to the ’coolest city on the planet’ (Reuters) was reported

over a three-day period last week. Six of the articles plainly reported

the LTB’s business proposition that as the pink pound becomes a major

economic factor ’London cannot afford to ignore the gay market’ (Evening

Standard).



This campaign is clearly not an isolated endeavour, but part of New

Labour’s initiatives to capitalise on the Cool Britannia image instead

of the traditional emphasis on heritage to promote Britain.



Most of the coverage was factual and enthusiastic rather than

sensational and loaded with innuendo. The only article making broader

comment was in the Times where Dominic Kennedy speculated on ’a revival

of 1970s hedonism as London lures the homosexual visitor’. The article

presented a balanced view with health experts warning of ’premature

post-Aids euphoria’.



Evaluation and analysis by CARMA International.



Cuttings supplied by The Broadcast Monitoring Company. ’What The Papers

Say’ can be found at: www.carma.com



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