QMS’ City of Sydney digital street furniture network will showcase campaigns from brands including Diageo’s Johnnie Walker, Durex, Absolut Vodka, Uber and Visit Victoria during the Sydney Gay and Lesbian Mardi Gras Festival.
The festival, which runs from February 16 to March 3, shines a global spotlight on the LGBTQIA+ community, celebrating resilience, diversity and unity through dance parties, theatre, music, sport, films and more than 100 community events within the heart of the City of Sydney precinct.
The festivities culminate with the Sydney Gay and Lesbian Mardi Gras Parade on Saturday March 2, with over 12,000 performers and a crowd of more than 250,000.
QMS GM for City of Sydney, Olivia Gotch, says the out-of-home company is excited and proud to celebrate the Sydney Gay and Lesbian Mardi Gras Festival with its clients, community and 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," she says.
“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."
Last year, 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.
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