About The Project
BRANDED CONTENT | GROUP NINE MEDIAAfter COVID-19 brought travel to a halt, Orbitz re-focused their efforts on meaningful allyship and action – particularly with the LGBTQIA+ community.
The brand had a long history of helping queer travelers feel safe as they explored the world, and approached Thrillist to amplify their efforts on serving as resource for LGBQTIA+ travelers, as the world began to reopen.
The Strategy
Help LGBTQ+ travelers explore freely and safely by crafting content and showcasing stories that reflect the full spectrum of queer experience – during Pride Month and beyond.
The Campaign
We’re Out Here
Whether it’s tracking down the buzziest queer spaces, making sure it’s safe to hold hands with your partner while walking the streets of an unfamiliar city, or navigating pronouns in an unfamiliar language, the LGBTQ+ community’s travel planning needs haven’t historically been met by picking up a one-size-fits-all guidebook.
That’s where Thrillist and Orbitz came in – giving everyone within the queer community the chance to feel free, safe, and informed about how to travel the world on their terms.
During Pride Month, Thrillist and Orbitz launched a first-of-its-kind evergreen vertical tailored to the queer community’s travel needs. Through utility-focused tips, personal profiles, and travel inspiration that has audiences immediately searching for their next flight, we celebrated Orbitz’s ongoing commitment to providing LGBTQIA+-focused resources that supported queer audiences living out and proud – everywhere.
Take a Tour of Drag Superstar Shea Couleé's Favorite Chicago Spots | View Video Here
Results
This campaign received recognition in DigiDay for extending Pride Month ad budgets and LGBTQ-focused content throughout the year.
The section of the site became so popular that it continues to exist today as a national travel feature on Thrillist.
Geoff Schiller, CRO of Group Nine Media