By nature, Pride events are spaces in which everyone is welcome - including brands. Recognizing that the Pride events will never get less commercial, take note: there is an enlightened approach to marketing for this consumer segment. Brands can and should still take part in the celebration, but only if done so thoughtfully. As one of the many lenses through which people view the world, brands have a unique opportunity to take a stand and make a meaningful impact during Pride month in June but more realistically, 365 days a year.
WorldPride New York City held in June, 2019, was the largest event ever in NYC history and the largest LGBTQ event in history. Brands who participated were seen in front of 5 million people! We were thrilled to manage activations for several of our clients at this monumental event, which included SKYY Vodka, 2(X)IST Apparel and Roadside Attractions Studios ("JUDY" movie release).
PRIDE IS 365! Turning your logo into rainbow colors in June is nice, but supporting the LGBTQ community year-round is what makes a brand stand out from the crowd. Celebrate pride and diversity every day of the year and not just to boost your sales. The community will definitely take notice!
Pride events occur during every month of the year during a typical year. During the COVID-19 pandemic, we are continuing to monitor the abbreviated pride season and the 30+ pride events that are now scheduled to occur starting in JUNE, 2021 in the US and running through November.
We will finalize all pride event campaigns for this year in June, as events will sell out and participation fees will increase as you get closer to each event date. Book participation as early as possible!
Planning for 2022 pride events will begin in November, 2021. In 2022, Prides will return to a normal schedule and frequency (75+ events from January through December).