Supported the next gen of queer travelers with Thrillist x Orbitz.
My contributions:
Creative Strategy
New Business
The challenge:
In the immediate aftermath of the pandemic, LGBTQIA+ individuals were among the first groups to spearhead the resurgence of domestic travel.
However, the industry lacked centralized resources and representation that served the authentic considerations of queer people around safety and community when planning their next adventure.
The approach:
In partnership with editorial leadership, I drove the development and go-to-market strategy for We’re Out Here – a dedicated vertical for queer travelers that identified the destinations and experiences that sparked pride.
Focusing on domestic travel at launch, content harnessed the power of local voices to reveal lesser-known queer enclaves across the country, providing a platform for local leaders and business owners creating community in their own backyards. Additionally, drag superstar Shea Couleé was featured in a social video commemorating the launch, celebrating her hometown Chicago as a destination for LGBTQIA+ people.
Sponsored by Orbitz, I collaborated with sales to integrate their campaign messaging and priority markets into the content strategy, creating a distinct ecosystem that reinforced Orbitz’s commitment to queer travelers.
