The British Tourist Authority has hired Queercompany, the UK's first premium web site for the gay community, to promote Britain to gay tourists.
The deal will see the agency operate pages on the authority's portal and participate in a gay and lesbian business expo in the US early next year.
The appointment comes as Queercompany launches this week, backed by a potentially controversial ad campaign celebrating queer culture. Four ads will run across a variety of titles, including Metro, The Independent Magazine, The Observer, Gay Times, Diva, Time Out and, unexpectedly, The Daily Mail. They will also appear on the London Underground and on poster sites in London.
The ads, which were created by viral marketing agency Anti-Corp, carry straplines including 'When did you first know?' and 'No white wedding. Sorry mum'.
Queercompany chief operating officer Wanda Goldwag described the campaign as 'striking, inspirational queer advertising'.
But she is braced for a backlash: 'Inevitably there will be some bigoted people who find the ads offensive.'
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