In a landmark celebration of community, Sydney's Queen Victoria Building (QVB) launched "Enthroned: Honouring Pride Royalty" during the 2023 Sydney WorldPride and 45th Sydney Gay and Lesbian Mardi Gras. This initiative paid tribute to influential figures within the LGBTQIA+ community, reinforcing QVB's commitment to welcoming and celebrating all.

Strategic Insight

Understanding the importance of WorldPride and the Sydney Mardi Gras, QVB sought to pay tribute to the true heroes - the queens, kings, icons, activists, and changemakers who've defined Australian Pride.

Execution

The campaign strategy was to rename the Queen Victoria Building weekly to honor five key figures from the LGBTQIA+ community:

• Carlotta: A trans icon who broke barriers in entertainment.

• Ken Davis: A queer activist who co-convened the Gay Solidarity Group in 1978.

• Alex Greenwich: An independent Sydney MP and co-chair of Australian Marriage Equality.

• Janine Middleton AM: An ally co-chairing Australian Marriage Equality.

• Felicia Foxx: An Indigenous drag queen and advocate.

Their portraits were displayed all over the QVB and in the supporting media campaign, alongside their inspiring stories of change and advocacy spanning 45 years. The renowned centre dome was transformed into a dynamic art installation exhibiting these portraits over two levels, creating a powerful visual homage for visitors from all over the world.

Outcomes

The "Enthroned" campaign significantly boosted QVB's prominence in Sydney, attracting media attention and increasing visitor numbers during the global event. The authenticity of including the LGBTQIA+ community in every aspect of development and execution of the campaign earned global recognition.