Entries by alfred@bright.partners

BeNeLux LGBTIQ+ Business Chamber

On August 1, 2022 the BeNeLux LGBTIQ+ Business Chamber* (BGLBC) was incorporated as an association via the Chamber of Commerce in Amsterdam.  The BGLBC was created to give a platform to LGBTIQ+ entrepreneurs, who will be certified as such by the European umbrella organization EGLCC.  An online inventory survey quickly garnered over 250 participants. Initial […]

Marketing the Rainbow: The Men from Atlantis

Atlantis is the undisputed leader in gay cruises, and probably LGBT vacations in general. The RSVP acquisition nicely expanded their target audience. The competition from a number of other queer providers, plus the growing attention the major cruise lines are paying to rainbow travelers will hurt them somewhat, but interest from this demographic continues to […]

Marketing the Rainbow: Home Deco

A lot of money is spent on renovation, furnishing and remodelling of houses. LGBT people participate exuberantly in this: getting a foot in the door with them would mean an interesting extra market share. A number of brands have found this door and put their foot in it. However, not always successfully. Read my blog […]

Marketing the Rainbow: fly, fly away

The battle for the favor of the LGBT travelers also takes place in the sky, perhaps at ’10 miles high’. It started in the US, where it still happens a lot, but soon Europe and other parts of the world followed. This resulted in funny, wrong, colorful, and effective campaigns. There are special websites, loyalty […]