I certainly think it's a positive thing that they're appealing to the community and sponsoring community events, as well as providing extra/special services to get people to and from events.

Though I've gotta nitpick on their G&L page. Halfway down, above "Learn more about Gay Ski Week in New Zealand" is a picture of a guy holding a pink flag, only it's an Aus, not a NZ flag, note the Commonwealth star beneath the Union Jack. It's not present on the NZ flag.