To successfully leverage the Sydney Mardi Gras authenticity is key
Rather than face accusations of ‘rainbow-washing’ or ‘chasing the pink dollar’, Kaimera chief strategy officer Stewart Gurney suggests brands go beyond the superficial when engaging the LGBTQI+ community.
I love Sydney Mardi Gras. It provides a unique opportunity for brands and advertisers to not only connect with a specific community, but also outwardly demonstrate their support for diversity and foster a sense of workforce pride and inclusion. TikTok, Salesforce, SBS, Woolworths, Archie Rose and even P&G are just some of the brands who are gearing up for this year’s celebrations.
Sydney Mardi Gras has evolved from a civil rights protest involving 3,000 people, to a national event involving 300,000 spectators and 12,000 participants across 200 floats. Coverage on SBS in 2020 gained 392,000 national viewers, giving it 10% share of the highly sought after 18-49 audience. Its commercial appeal continues to grow. In fact, studies have indicated the event generates around $38 million for the Australian economy.
