Sydney Gay PR Mardi Gras

TOPICS: Video. Australia. Sydney. Gay PR. Public relations. Sydney Gay and Lesbian Mardi Gras. Largest nighttime gay Pride parade, Sydney's Gay and Lesbian Mardi Gras, celebrates triumphal 29th annual Mardi Gras event. Parade proves to be a big PR hit for organisers. Video of Mardi Gras crowds.

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Something along the lines of "it'll be alright on the night" seems to apply to the world famous Sydney Gay and Lesbian Mardi Gras and its annual night parade through the streets of Oxford Street, Darlinghurst and surrounding city streets in Sydney.

As we write this, the all-night party event at Fox Studios is in full swing with big names like Boy George entertaining the masses. If you have never experienced the dizzying excitement of Mardi Gras night in Sydney - you really ought to try. One BBC journalist we spoke with once described it as "a vivid demonstration of the spending power of the city's gay and lesbian communities" - which it most certainly is.

But to the 300,000 plus who line the streets it is so much more, representing as it does a coming together of all aspects of the community - gay and straight - to celebrate gay Pride together in Australia's largest city. It truly is a unique experience.

There is almost always various layers of controversy surrounding Sydney's iconic gay market event. Bad gay PR and Mardi Gras do seem to travel hand-in-glove most years -- as gay community politics and bickering surround the gay Mardi Gras event and its organisers.

This year has been no exception with bad gay PR raising its ugly head back in January with arguments erupting over sponsorships and gay community business exclusion.

Of course Mardi Gras the organisation, just like its parade, seems to roll on -- but it is not always so easy for Sydney's Gay and Lesbian Mardi Gras in what is often a classic example of the competing tensions that arise between the gay community and a marketing world that perceives gay consumers as target niche gay market customers, more than people and members of a community with its own rich and highly valued cultural history.

At Out Now we always advise our clients that no matter what else you want to do in the area of gay marketing, advertising or gay PR - you must never lose sight of the fact that ultimately the person who pays all our wages is the lesbian or gay consumer, whose self-perception is based most firmly in themselves as being an individual, not as being a member of a target market.

Coporate clients can often think only marketing and PR whilst forgetting that what we are actually dealing with in gay marketing is mostly about people, and not just about customers.

It seems that the favourable gay PR that the annual Mardi Gras parade creates so often lets the errors of the past be forgiven as the annual event proved once again this year -- with a PR clean sweep of Australia's major media coverage of the Mardi Gras parade last night in Sydney.

Here's hoping that all goes well for the rest of this long Mardi Gras night, and, as a former Sydney resident myself, and in keeping with the season, it only remains to say: "Happy Mardi Gras".

And if you want to see just the prelude to what you missed - here is a passers-by video of the lead up to, and the thrills surrounding last night's Gay and Lesbian Mardi Gras in Sydney.

Enjoy the videos.




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