As Sydney prepares for the Sydney Gay and Lesbian Mardi Gras Festival parade this weekend, QMS has been showcasing campaigns from brands including Diageo’s Johnnie Walker, Durex, Absolut Vodka, Uber, and Visit Victoria to capitalise on local and global audiences.
The festival, which runs from 16 February to 3 March, shines a spotlight on the LGBTQIA+ community with dance parties, theatre, music, sport, films and more than 100 community events within the heart of the City of Sydney precinct.
In 2023, the Mardi Gras parade saw audience increases across the City of Sydney network with Oxford Street recording a 78% increase, and the entire network seeing a combined 16% increase, including a 60% increase in interstate audiences.
QMS general manager, City of Sydney, Olivia Gotch, said: “We are excited and proud to celebrate the Sydney Gay and Lesbian Mardi Gras Festival with our clients, our community and our own QMS team. As we saw last year with Sydney WorldPride, globally renowned events offer a significant audience increase opportunity fuelled by their emotional connection and ability to reach highly engaged audiences.
“Now in its 46th year, the Sydney Gay and Lesbian Mardi Gras Festival is always an exciting creative platform for brands to showcase their boldest, boundary pushing campaigns in a display of colour, creativity and pride.
“With the City’s theme of ‘Our Future’, our City of Sydney network is well placed to bring the latest digital, data, and creative innovations in OOH to brands, connecting them with 33 of Sydney’s most prestigious and progressive suburbs,” she said.
Diageo Australia marketing manager – whiskey, Melissa Barry, said: “During the Mardi Gras celebrations, our strategically placed Johnnie Walker outdoor activity will feature community trailblazers including Benja Harney, Robyn Kennedy and Katie and Lil Nicol-Ford stepping out in the classic Johnnie ‘Keep Walking’ stride, showcasing that we are walking together in our support of not only Mardi Gras but the entire LBGTQIA+ community.
“The QMS’ City of Sydney digital street furniture network presented us with the perfect opportunity to capitalise on reaching big audiences while placing Johnnie Walker right in the heart of the festival to make a real impact where it matters.”
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