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 Underwear & Swimwear and Roadside Attractions Studios ("JUDY" movie release).
We are anticipating a "regular" 2022 in person pride event year (70+ events) and we are planning for these campaigns NOW as gay ski weeks occur in January & February, 2022 with the larger pride festivals returning in late March then ramping up quickly in frequency through the spring and into the summer and through the fall. June has 32 prides alone! Event space will sell out and participation fees will dramatically increase as we get closer to each event, so finalizing your campaign as early as possible is highly recommended!
PRIDE IS 365! Our certified agency team are experts in connecting brands with the LGBTQ community. 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 and support diversity and your LGBTQ employees every day of the year, not just in June to boost your "pink dollar" sales or by just showing up at a few pride events. The community will definitely take notice when a brand is genuinely talking to them!