mX prints rainbow masthead ahead of Sydney’s Gay and Lesbian Mardi Gras

St George Gay ATMNews Corp’s free metro paper mX is taking on a rainbow brand for Sydney Mardi Gras this weekend and St.George bank has put a rainbow design on its ATM machines in a gAyTM campaign.

The announcement:

mX in Sydney will today have a rainbow coloured masthead in support of this weekend’s Sydney Gay and Lesbian Mardi Gras event.

The paper, which will be a Mardi Gras themed issue, will also feature a column from Mardi Gras ambassador Courtney Act as well as a ‘What’s On’ guide for the celebrations.

mX publisher Fiona Mellor said: “The Sydney Gay and Lesbian Mardi Gras is one of the country’s biggest and best-loved celebrations. I’m proud that mX in Sydney is supporting and celebrating the event by changing its masthead.

“Our brand promotes diversity, love and happiness every day in its role as a go-to source for commuters as they finish their work day. Now, with our Mardi Gras themed special edition in Sydney, we are helping kick off one of the biggest weekends of the year!”

Also featuring in the issue is St.George Bank’s gAyTM advertising campaign. The campaign promotes that the bank has implemented gAyTM’s for Mardi Gras.

Ms Mellor continued: “We’re thrilled to be adding this exciting initiative from St.George into our Mardi Gras themed issue. It demonstrates the value of an afternoon newspaper for brands looking to communicate key messages right before the weekend.”

Ashleigh Hall, senior executive – implementation planning & investment from Mediacom said: “mX was the chosen channel to promote St.George’s gAyTM campaign as it allowed the Bank to tap into mX’s audience in the preparation for the weekend, especially leading into the Mardi Gras parade on Saturday. mX allowed us to execute a strong impact campaign to the masses cost effectively.”

The 36th annual Sydney Gay and Lesbian Mardi Gras parade is being held on Saturday 1 March.

Source: News Corp Australia press release.

mx mardi gras


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