ABSOLUTPUBLISHING
…a few words about myself• 15 years of experience as a professional journalist
and PR / marketing consultant• specialized in the area of travel, leisure, food & life
style• founder of ABSOLUTPUBLISHING, an agency for
public relations, corporate publishing & content marketing
• partner of ABSOLUTWEB, an agency for Web concepts and designs
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…we work(ed) for clients like:
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How to reach the lesbian market…
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…in Germany. Some facts:• 4.1% of men consider themselves gay and/or
bi-sexual• 3.1% of woman consider themselves gay
and/or bi-sexual• 9.4% of men are attracted to other men• 19.1% of woman are attracted to other
woman(representative study conducted by TNS Emnid in 2001 amongst 15,000 straight,
bi-sexual, gay and lesbian men and women)
ABSOLUTPUBLISHING
Lesbians in Germany
• 1.6 million lesbians in Germany• 3.5% – 4.5% of the entire population• well educated • heterogeneous community
(study by the European School of Business, 2004)
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Travel Behavior• lesbians & gays spend 20.4 billion Euro per
year on travel• they spend 15-20% of the entire cost of travel
for the German population• 83% take short trips (2-5 days) on average
4 times a year plus one longer vacation once a year
(study by Publicom, 2007)
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Favorite Destinations
Germany: Berlin, Hamburg, KölnEurope: Spain, LondonWorldwide: USA
(study by Publicom, 2007)
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How do we reach this attractive target group?
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Marketing Strategies
1. Advertising2. Public Relations3. Sponsoring4. Visibility5. Social Media
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