Sydney’s Gay and Lesbian Mardi Gras

“Creating Equality” Lead Campaign 2017

Milestone was engaged to develop the lead creative and brand system for the “Creating Equality” campaign for the high profile 2017 Sydney Gay and Lesbian Mardi Gras. Milestone presented ideas and visual development, art direction and collaborated with My People My Tribe project to incorporate portraits of LGBTQI community members into the creative.

Outputs included typography, the tangerine background and graphic design for all campaign elements across all platforms including the large 3D letters that lead the 2017 Parade and took pride of place at Fair Day; plus all event creative including event guides, street banners, digital advertisements, social media creative, print advertisements, and physical items such as staff, medical and volunteer and T-Shirts and accreditation passes.

Lead Creative Development
Graphic Design

Results at a glance.

NEGOTIATED VIK MEDIA BUY SPENDS

0 %

OWNED DIGITAL LINK CLICKS

0 K

GSN ROAS

DIRECT DIGITAL BUY REACH

0 m

TOTAL CAMPAIGN REACH

0 M

MARKETING

Milestone researched and executed marketing strategies such as alliance marketing to yacht clubs and marinas throughout NSW, FB group posting and populating listings for the Australian event.

EVENT MARKETING

Milestone was the Australia Sail Grand Prix ‘Event Marketing Partner’, researching, developing and executing the event marketing for 2022.

sTRATEGY

Milestone built out the strategy including identifying target markets, key messaging, channels and key timings for the campaign.

MEDIA pLANNING

Milestone researched, negotiated, placed and briefed all media buy for the campaign across multiple channels including Direct Digital Buy, Out Of Home, Distribution, Print and Radio.

DIGITAL ADVERTISING

Milestone developed the owned digital strategy, built content and deployed advertising through the Australia SailGP Team account, resulting in 12.5M Impressions across the entire campaign.

cONTENT + copywriting

Milestone wrote copy and developed content including owned digital advertising, event marketing social media posts, input into eDM copy and wrote media buy briefs/articles.

social media

Milestone wrote copy and created artwork for any direct event-related content including ticket phases, ‘home town hero’s’ campaign and ‘sold/selling’ moments.

brand + design

Milestone’s Brand & Design team developed a look and feel for each ticketing phase based on previous research. This was used throughout social media, digital advertising and all media buy placements. Milestone also designed a 16-page Event Guide which had 170K copies distributed throughout NSW.

Thank you for the marketing report - it is comprehensive and I have enjoyed working my way through it. I also have received feedback from other colleagues who have been reading it also.
Leah Trafford, Race Director, SailGP