Brand USA celebrates WorldPride with a Pride Campaign across France, Germany, and the UK
Brand USA began its celebration of WorldPride – commemorated each June - by kicking off a Pride campaign across the United Kingdom, France, and Germany.
June is the 50th anniversary of the 1969 Stonewall Uprising in New York City, New York. That event, which involved demonstrations by the gay community against a police raid at the Stonewall Inn on June 28, 1969, inspired the modern-day Pride Movement and Pride celebrations across the globe, all of which were aimed at advancing the rights of the LGBTQIA+ community.
For the first time, WorldPride came to the United States – with New York City being the host city. Millions of visitors turned out for the month-long series of events, including rallies, parties, and lectures, that culminated into one of the biggest Pride parades in the world on Sunday, June 30.
Leveraging the historic celebration and this unique opportunity, Brand USA created an integrated cooperative marketing program for five participating partner destinations: Chicago, Illinois; Las Vegas, Nevada: Discover the Palm Beaches; Philadelphia, Pennsylvania; and West Hollywood, California.
Participating partners received a targeted “Pride Package” that includes digital and print media across the UK, France, and Germany publications - Attitude Magazine, Tetu, Blue, The Telegraph and PinkNews, Spartacus, and Mate. To further strengthen the campaign, Brand USA partnered with tour operators, Virgin Holidays, and Thomas Cook, to build a platform that proactively placed product and served as a call to action to the media running in the UK.
Participating partners also have the opportunity to be visited by earned media influencers and journalists through customized multi-destination press trips. Editorial coverage features partners’ consumer websites and the Virgin Holidays or Thomas Cook calls to actions.
In order to leverage bookings to the United States for WorldPride as well as jump on the excitement that will follow the celebration in New York City, the Brand USA Pride campaign began in May with various activities running through September.