The ads will appear in the New York Times’ T Magazine and USA Today Travel Magazine, among other print publications beginning this month.
“Using Trans models in our mainstream campaign says who we are as a destination; cosmopolitan, edgy, diverse, inclusive, authentic and accepting,” Richard Gray of the Greater Fort Lauderdale Convention & Visitors Bureau, said in a press release. “We are the only destination in the world that is using Trans people in mainstream marketing initiatives. That is a huge statement in itself highlighting this destination’s commitment to diversity, inclusion and equality. We want all travelers that visit our destination to be free to be themselves, to be free to be accepted, and most of all to be safe and respected.”
Gray was named winner of the inaugural GayCities Innovator Award for a previous campaign promoting Transgender travelers.
Here’s hoping Gray is starting another marketing trend.
The campaign kicks off on January 9. Scroll down for a sneak peek of some of the photos…