QMS will once again play a key role in promoting the Sydney Gay and Lesbian Mardi Gras Festival, as the City of Sydney transforms into a hub of celebration, diversity, and inclusion.
Throughout the festival, running from 14 February to 2 March, QMS will feature digital campaigns from brands such as Absolut, American Express, Uber, Specsavers, NIB, Universal Pictures, and AAMI across its City of Sydney digital street furniture network. These campaigns highlight corporate support for the LGBTQIA+ community.
Now in its 47th year, the festival draws global attention and welcomes thousands of visitors to Sydney. The celebrations will culminate in the Mardi Gras Parade on 1 March, featuring over 200 floats and 11,000 marchers, all embracing this year’s theme: “Free to Be.”
QMS general manager, City of Sydney, Olivia Gotch, said: “Mardi Gras is a time of celebration, visibility and unity, and we are incredibly proud to support our clients in sharing their powerful messages of love, equality and progress once again.
The Sydney Gay and Lesbian Mardi Gras parade.
“The City of Sydney network offers an unparalleled opportunity for brands to engage with major event audiences in the heart of the festival. With our market-leading digital out of home assets, we can amplify these important messages in real time, ensuring they reach audiences all the way across Sydney and its surrounding suburbs.”
Last year, Sydney Mardi Gras saw audiences surge by 20% on the festival’s weekends, as well as a huge jump of 76% in interstate visitation. Sydney’s Oxford Street also saw audiences up 38% across the entire festival, and up 74% in the evenings.
Gotch added: “This year, we are seeing brands push creative boundaries even further, using our network to tell stories that resonate and inspire. It’s a privilege for QMS to support our partner brands with a platform in the heart of the festival celebrations that is committed to showcasing diversity across Sydney, and to the world.”