Fort Lauderdale tourism which has been courting lesbian and gay visitors for decades—on New Year’s Eve will roll out a new campaign that could be a first in the travel category, with transgender models starring in mainstream media ads.
The Greater Fort Lauderdale Convention and Visitors Bureau advertising campaign, created by Fort Lauderdale-based Starmark International, is kicking off with two new videos on twin billboards at 1515 Broadway and on a bowtie billboard at 1500 Broadway, both in New York’s Times Square.
The first video will start running Saturday morning, Dec. 31, and will feature two men, a woman and a transgender model wearing New Year’s Eve headgear, drinking flutes of champagne as they sail the Atlantic off Fort Lauderdale Beach. The ad’s transgender star is Isabella Santiago, a Venezuelan model who was Miss World Transgender in 2014. The copy says “Hello, sunny” and “Hello, 2017,” as well as “Greater Fort Lauderdale.”
On Jan. 2, the video will change to depict the same four people now simply sailing, with copy saying, “Hello, winter blues.”