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
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
Evaluation and analysis by CARMA International.
Cuttings supplied by The Broadcast Monitoring Company. ’What The Papers
Say’ can be found at: www.carma.com