The following case study focuses on the implicit and explicit rhetorical messages in LGBTQ+ focused travel advertisements following Waitt and Markwell’s (2014) observations of LGBTQ+ advertisements increasingly gaining prominence within the mainstream promotional material. The case study investigates the queer messaging within Fort Lauderdale’s national 2015-2017 Hello Sunny Campaign; heralded for its groundbreaking LGBTQ+ and Trans representation. The scholarship that informs this study are at the intersections of composition and rhetoric, queer composition, and queer tourism studies. The methodology for the case study includes a rhetorical analysis incorporating a new materialistic lens. The two promotional images were analyzed for their rhetorical creation of queer identity through a combination of Barthes’ (1977) interconnectivity of cultural imagination and material rhetoric. Findings of the case study reveal LGBTQ+ promotional travel material ultimately privileges LGBTQ+ audiences as consumers first. These findings support claims of queer identities being enmeshed within marketing segmentation for the purposes of commercializing a community for profitability. Those who would benefit from this study would be queer tourist marketers, queer scholars, and rhetoricians.