Orbitz creates buzz with 'gay golfer' commercial

June 16, 3:09 PMDC Gay Travel ExaminerTroy Petenbrink

Within moments of yesterday's launch of Orbitz's new television commercial that includes a golfer wearing a shirt with an HRC logo, participants in the cyberworld were talking about the new ad.

On HRC's Facebook page, one post reads, "I just saw an Orbitz Commercial and the guy had a baby blue polo on with the Human Rights Equal Logo on the shirt, nice touch!"  Another post declares, "Has anyone seen the Orbitz travel commercial where a guy in a golfing foursome is wearing a shirt with the HRC logo on it (in full sight)? Great publicity. Hope someone at HRC gets a raise for this. PEACE!"

On Twitter, jocklockerroom writes, "Orbitz ad has 1 of 4 golfers wearing HRC shirt. No other sign of gayness. Cynical marketing to lgbt w/o alienating others or inclusion?"

In the commercial, four male golfers have their game interrupted when a hovercraft lands in the middle of the green. The pilot approaches the men and distributes checks to three of the men. He informs them that the price of the hotels they booked on Orbitz went down and that the checks are for the difference. The forth golfer is told he doesn't get a check because he didn't book with Orbitz.

One of the three golfers that receives a check is wearing a shirt embossed with the HRC logo, a yellow equal symbol on a blue square. For viewers unfamiliar with HRC, the 'gay' aspect of the ad might be lost.

HRC promotes itself as America’s largest civil rights organization working to achieve lesbian, gay, bisexual and transgender equality.

According to Brad Luna, HRC's director of communications, the organization licensed use of the logo for ad.  The shirt is one of the many variety of branded merchandise that HRC sells through its retail Action Centers, located in Washington, DC, San Francisco and Provincetown, MA, and online.

"The ad fits into HRC’s strategy to try and broaden our reach to a larger segment of the population, both gay and straight, and continues to help disseminate our organization’s brand," commented Luna in response to an email asking about HRC's feelings about the commercial.

While Jerry McHugh is "excited that Orbitz has again included LGBT representation in its television advertising," he finds the connection between gay men and golf to be rather obscure, and the HRC logo to be too subtle. McHugh is an LGBT marketing consultant and former senior research director of Community Marketing, Inc., a marketing and research firm that specializes in gay tourism.

Due to The Dinah, an annual lesbian circuit part held annually in Palm Springs at the same time as the Kraft Nabisco Championship golf tournament, golf is a sport more closely associated with lesbians.

This is not Orbitz's first gay ad. In 2003, it aired its first gay-themed ad; however, that ad (viewable here) had a limited run and only appeared on cable during gay-themed shows such as "Boy Meets Boy" and "Queer Eye for the Straight Guy." The new 'gay golfer' ad has a much wider distribution, appearing on network and cable television for the next 5 months. 

Jeffrey Davidoff, Orbitz' senior vice president and chief marketing office, believes that the ad is a step forward in the company's efforts to be more inclusive in its mainstream marketing efforts. He also stressed that Orbitz will continue its niche marketing to the LGBT community.

"The commercial is a genuine reflection of the values of our company," said Davidoff.

Orbitz is a member of the International Gay and Lesbian Travel Association and received a perfect score in HRC's 2009 Corporate Equality Index, which provides an in-depth analysis and rating of large US employers and their policies and practices pertinent to LGBT employees.