Sydney World Pride

Ticketing & Event Marketing Strategy

In 2023, Sydney Mardi Gras (SMG) and Sydney WorldPride (SWP) will unite to present a truly global LGBTQI+ pride festival – the very first in the Southern Hemisphere.

WorldPride is a global Pride celebration that happens every few years in a different city and is licensed by international organisation InterPride which has representatives from nearly every Pride organisation around the world. Sydney was chosen by InterPride members to be the host of World Pride in 2023.

Sydney World Pride events will take place from 17 February 2023 until 5 March 2023, incorporating Sydney Mardi Gras events with official Sydney WorldPride 8 signature events including the Opening Ceremony and closing ceremony and third party satellite events under the umbrella of Sydney WorldPride.

The theme for the festival, Gather, Dream, Amplify, which acknowledges the traditional custodians of Australia and represents the event’s commitment to equality and inclusion.

Results at a glance.

TOTAL DIGITAL IMPRESSIONS

1000

TOTAL CLICKS THROUGH DIGITAL ADS

ORGANIC FACEBOOK REACH

DIRECT CHECK-OUTS INITIATED BY DIGITAL ADS

TICKETING STRATEGY

Milestone was engaged to develop the ticketing strategy, pricing and revenue model for Sydney World Pride 2023. The document considered digital integration, sponsor and third party event owner integration, integration and legacy opportunities for Sydney Mardi Gras, plus timing and rollout, customer service needs and risks and associated policies plus commercialisation opportunities for the 2023 event. The festival is committed to ensuring it is accessible and inclusive of all people across the globe, so consideration was given to these needs.

GLOBAL EVENT MARKETING STRATEGY

Milestone was engaged to prepare the global Event Marketing Strategy for the 2023 event which incorporates campaigns, media buy, digital marketing and social media strategies, global activations and stakeholder integration.

TICKETING EOI

Accompanying the strategy was ticketing EOI documentation that enables Sydney World Pride to procure a suitable ticketing Agent for the 2023 event.

PRICING & REVENUE MODELLING

Milestone prepared the pricing along with detailed revenue modelling for all Sydney World Pride events.

Project Timeline.

| Design sitemap with page hierarchy that clearly displays the student journey, employing the ‘Nested pages’ plugin for page management and organisation.

| Design and submit 10 wireframe templates for client approval.

| Incorporating new website features including breadcrumbs and site navigation right-hand columns to assist with student navigation and ease-of-use.

| Embedded Vimeo lecture videos within subject week landing pages and in-built drop-down elements to easily organise page content.

| Build of over 700 unique portal web-pages.

| Training and portal handover to client for subject content load.

| On-going client portal support.

Results at a Glance.

| Design & build new online teaching portal within 10 day timeframe

| UX and site map

| Wireframes

| Page Design

| Build 10 unique page design templates integrating the client’s theme

| Technical replication employing client’s page builder

| 700 unique portal web pages