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Commissioner presses agency for more visible LGBTQ-targeted ads; agency points to PR and targeted assets
Summary
A commissioner said they had not seen paid ads targeting the LGBTQIA community despite the town's reputation; Madden KHM and staff said PR placements and targeted assets exist and agreed to provide more visible paid creative and performance data.
During the Madden presentation a commissioner said, “I personally have not seen a single ad targeted directly at the LGBTQIA community,” urging that the city’s marketing visible reflect that community. Commissioners said Eureka Springs has a strong reputation as an LGBTQ destination and would like paid creative to show that explicitly.
Agency staff responded that LGBTQ audiences are part of the strategy through PR placements and some paid assets, noting specific video shots and earned media. Taylor Gessman and Amy Kaczynski said the shift toward foundational paid media and PR this year increased placements in LGBTQ-focused publications and national coverage, and they agreed to surface examples and performance for commissioners to review. The commission asked staff and agency to provide evidence of paid placements and to consider targeted paid campaigns where budget allows.
