Sydney WorldPride 2023 appoints M&C Saatchi Group as new marketing agency partner

Following a competitive agency tender process, Sydney WorldPride 2023, licensed by InterPride, has appointed M&C Saatchi Group Australia as its marketing agency partner to bring to life the once-in-a-lifetime event that will take place in Sydney Summer 2023.

The agreement will see M&C Saatchi Sport & Entertainment, Re. Design and media agency Bohemia, specialist agencies within the M&C Saatchi Group, come together to deliver integrated campaigns and experiences designed to drive awareness, ticket sales and tourism from across Australia and key international markets including the USA, UK, NZ, Singapore, France and Spain.

Across over 300 events, Deloitte Access Economics anticipates nearly 1 million people will attend   Sydney WorldPride between 17 February and 5 March next year. Significantly, it is the first time WorldPride will be hosted in the Southern Hemisphere, coinciding with the 45th anniversary of Sydney Gay & Lesbian Mardi Gras and the 50th anniversary of Australia’s first pride week.

Opening and closing concerts will top and tail a broad range of experiences including a human rights conference, a First Nations Gala, Bondi Beach Party, Pride Villages around the Oxford Street precinct, a full culture and sports program plus all the beloved Mardi Gras favourites including Parade, Party, Laneway, Fair Day and Sissy Ball.

Says Scott Dawkins, marketing director of Sydney WorldPride: “In looking for a full-service agency, we wanted to work with a company who could not only do the job but were people we could trust to represent our community. M&C Saatchi Sport & Entertainment’s experience in both the tourism and live entertainment sectors, coupled with their genuine connection to Mardi Gras and our rainbow family made us confident we’d found the right marketing partner for Sydney WorldPride 2023.”

Says Krystyna Frassetto, managing director of M&C Saatchi Sport & Entertainment: “It’s a privilege to be partnering with Sydney WorldPride to make this event one for the history books. It’s a fantastic opportunity for us to bring together diverse thinkers from across the M&C Saatchi Group who all share the same values, and celebrate our commitment to the LGBTQIA+ community.”

M&C Saatchi Sport & Entertainment joins Sydney WorldPride’s recently appointed travel trade specialist Andrew Bartholomew of Smile Marketing.

The Sydney WorldPride principal partner is American Express and the strategic partner is the NSW Government.