Heritage of Pride - WorldPride

The international campaign delivered 89.7 million impressions for the historic event.

The Challenge

In celebration of World Pride’s 50th anniversary in June 2019, we launched a multi-platform campaign that raised awareness of World Pride NYC events across key markets in NYC and around the world.

The Strategy

Beginning in April, the campaign targeted markets in Boston, Los Angeles, San Francisco, and Toronto. “Outdoor” was the main component to reaching LGTBQIA+ audiences via Facebook and Instagram. An NYC-specific campaign was launched which included visual advertisements in subway stations, bus stops, and other public sites. This NYC-specific campaign continued to use Facebook and Instagram and also incorporated Google Search to increase ticket sales.

The Results

By the end of the World Pride NYC campaign, we helped drive ticket sales up to 92% of the sales goal. There was an overall total of 89.7M impressions for the campaign with 58.4M of those from OOH. On social media, the campaign received 2.1M engagements and 1.1M video views. We saw the most success in the last three weeks of the campaign when Google Search was added. With this addition, we saw 5.8K total conversions/leads at a 17.2% conversion rate and 14.8% CTR.