Gay and lesbian tourists in the USA are being enticed to the Sussex coast in a new promotion.

Brighton and Hove is teaming up with VisitLondon, Thistle Hotels and Icelandair for the campaign.

Called Britain Inside and Out, it will include magazine advertisements in major American cities.

Gay and lesbian travellers have been targeted by the city, known by many as the gay capital of Britain, for six years.

Marketing experts have told the city the gay and lesbian community tends to have more people in professional occupations, fewer children and high disposable incomes.

They also take more holidays, are loyal to gay-friendly places and products and seek brands advertised in gay publications.

Adverts are being placed in gay and lesbian publications in Los Angeles, San Francisco, Washington, Boston, New York and Florida. They feature a picture of two young men and the headline Brighton And London: The Perfect Pair.

The ads include details of a package trip with Icelandair Holidays taking in both cities.

The joint London and Brighton campaign is running this month and next.

From December there will be a three-month US campaign promoting Brighton and Hove only.

America has an estimated 16.5 million gay and lesbian people with buying power approaching $450 billion.

Brighton and Hove and VisitBritain are putting £10,000 each into the campaign. Commercial partners are topping the total up to £30,000.

Deputy council leader Sue John said: "It's an example of how the council spending a modest sum will lever in several times more money from other sources. The gay and lesbian community and visitors make a massive contribution to the city's lively atmosphere.

"It's also an important market segment in helping to sustain local businesses and jobs."

Monday October 27, 2003