Fort Lauderdale
Florida Tourism Pride Festival Parade Activation – New York City
Fort Lauderdale activates at NYC Pride parade with beach float
Celebrating alongside hundreds of thousands in New York City, Fort Lauderdale added to some beachside fun to the party.
A beauty mobile parade float showcased Fort Lauderdale in a unique way.
Decked out in swimsuits and beach wear, brand ambassadors celebrated with the crowds along the route, passing out hand fans, sunblock, beachballs, and floaty key chains.
This activation gained 500,000+ impressions and 14,000+ engagements!
After the Pride parade, Fort Lauderdale took the showroom vehicle on an after-party tour of New York City nightspots – West Village, Chelsea, and Hell’s Kitchen.
This activation is a wonderful example of how if you leverage a vehicle as your Pride float you can deploy it in multiple ways beyond the parade.
Why was this smart marketing?
Consistent participation in Pride over the years made Fort Lauderdale a preferred travel choice, notably over Miami, which ruled as the top LGBTQ+ Florida destination in the 1990s and 2000s.
Vibrant presence
The beach-themed float, ambassadors, and drag queens created a noticeable parade presence.
Standout giveaways
Branded hand fan and beachball giveaways were embraced by the parade crowd - creating around-the-city mini-billboards for the destination.
Social content
The pride parade activation gave the brand content to share with the world.
ALT TERRAIN supports agencies and brands during Pride month with various services; please do ask if you'd like some assistance bringing your ideas to life this year!
