Orbitz Partners With Gay.com on Ads, Sweepstakes

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Online airline ticket and travel service Orbitz is targeting the gay and lesbian community through a deal with PlanetOut Partners that includes a sweepstakes and the addition of the Orbot search engine on Gay.com.


Visitors to the travel section of Gay.com can search for flights and book trips using Orbot. Gay.com and OutandAbout.com, both of which are operated by PlanetOut Partners, are also running Orbitz ads.


PlanetOut Partners also ran an Orbitz sweepstakes. Dubbed "Win Planet Earth," it offered visitors a chance to win a trip to four destinations on three continents -- business-class seats all the way -- and $2,000 spending money.


Participants had to submit their e-mail addresses and register with Orbitz.com to qualify. The sweepstakes ended May 26.


"There's a queen of England. A queen of Denmark. A queen of Lesotho. Four queens of Bhutan," the sweepstakes ad reads. "But why settle for one country when you could be queen of them all?"


In addition, PlanetOut Partners is providing content targeted at gay and lesbian visitors to Orbitz.com.


An Orbitz spokeswoman said the company thinks the gay and lesbian community represents a prime market for its services. Orbitz has research showing that gays and lesbians are more likely to travel and likely to spend more money when they travel than average consumers, she said.


PlanetOut Partners, San Francisco, is a media company serving the gay, lesbian, bisexual and transgender communities. The company's two flagship Web sites, Gay.com and PlanetOut.com, draw a combined 5.5 million visitors monthly and have 4 million registered members.


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