Scandinavian Airlines (SAS) has become the first in Europe to launch a website designed especially for the LGBT community.
The site, which includes nightlife tips from the airline’s cabin crew, is aimed at the non-Danish gay community and hopes to attract tourism to the Danish capital, Copenhagen.
The website, in coordination with webpage Copenhagen Gay Life, business owners, bars and clubs aims to provide a gay-friendly guide to the city, promoting Copenhagen as the new hot gay tourist destination.
It also provides a link to the tourist centre Visit Copenhagen which has a calendar of events, gay-only bed and breakfast listings and gay tour operators.
“We are taking this step because we would like to support diversity and events that brings people together.
“And in addition to that, this is also an exciting opportunity for us to broaden our dialogue with customers,” Mikkel Løndahl, communication consultant at SAS-Denmark, told newspaper Berlingske Tidene.
SAS has also agreed to sponsor the World Out Games that will take place in Copenhagen next summer.
“When you appeal to a customer group in a different way, you will show that group that you are willing to go to that extra mile for them,” Lars Münther from the advertising firm Compleks Kommunikation told PrideRadio.dk
“And when SAS makes it clear that they’re thinking about the gay community, the gay community will come to prefer travelling with Scandinavian Airlines.”
You can visit the new site here.