M&C Saatchi Group join Sydney WorldPride 2023 lineup as marketing agency partner

M&C Saatchi Group Australia has been appointed as the marketing agency partner for Sydney WorldPride in 2023, following a competitive tender process.

The agreement will see M&C Saatchi Group agencies M&C Saatchi Sports and Entertainment, Re. Design and media agency Bohemia collaborate to deliver integrated campaigns and experiences to drive awareness ticket sales and tourism from across Australia and key international markets including the USA, UK, NZ, Singapore, France and Spain.

Deloitte Access Economics anticipates nearly 1 million people will be in attendance, across 300 events for Sydney WorldPride from the 17th of February to the 5th of March 2023. It is the first time the global event has been hosted in the Southern Hemisphere, and will coincide with the 45th anniversary of Sydney Gay & Lesbian Mardi Gras and the 50th anniversary of Australia’s first pride week.

The event will be opened and closed with concerts, and include a number of other diverse experiences including a First Nations Gala, Bondi Beach party, Pride Villages around the Oxford Street precinct, a full culture and sports program, as well as the well known Mardi Gras favourites, including the Parade, Laneway, Fair Day and Sissy Ball.

“In looking for a full-service agency, we wanted to work with a company who could not only do the job but were people we could trust to represent our community. M&C Saatchi Sport & Entertainment’s experience in both the tourism and live entertainment sectors, coupled with their genuine connection to Mardi Gras and our rainbow family made us confident we’d found the right marketing partner for Sydney WorldPride 2023,” said Scott Dawkins, marketing director of Sydney WorldPride.

“It’s a privilege to be partnering with Sydney WorldPride to make this event one for the history books. It’s a fantastic opportunity for us to bring together diverse thinkers from across the M&C Saatchi Group who all share the same values, and celebrate our commitment to the LGBTQIA+ community”, said Krystyna Frassetto, managing director of M&C Saatchi Sport & Entertainment.

M&C Saatchi Sport & Entertainment joins Sydney WorldPride’s recently appointed travel trade specialist Andrew Bartholomew of Smile Marketing, as well as a lineup of event partners, including principal partner American Express, major sponsor Deloitte and strategic partner, the NSW Government.


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