QMS will use its City of Sydney digital street furniture network to showcase campaigns from brands during the Sydney Gay and Lesbian Mardi Gras Festival running from February 14 to March 2.
The brands signed on include Absolut, American Express, Uber, Specsavers, NIB, Universal Pictures and AAMI.
The festival – which celebrates 47 years in 2025 – attracts global attention and welcomes thousands of visitors to Sydney each year, culminating in the Mardi Gras Parade on March 1 with more than 200 floats and 11,000 marchers celebrating this year’s theme of 'Free to Be'.
QMS GM for the City of Sydney, Olivia Gotch, said Mardi Gras is a time of celebration, visibility and unity, and QMS is incredibly proud to support its clients in sharing their powerful messages of love, equality and progress once again.
“The City of Sydney network offers an unparalleled opportunity for brands to engage with major event audiences in the heart of the festival," she said.
"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.”
Gotch said this year, QMS is seeing brands push creative boundaries even further, using the 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," she said.
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.
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