To champion its message of connection by uniting the LGBTQIA+ community in one ‘Big Love Story’, Mini has partnered with Sydney WorldPride 2023 on a global campaign.
The Mini ‘Big Love Story’ social movement, asks people from Australia and New Zealand to share their own Big Love story via a dedicated platform for their chance to win flights, accommodation and tickets to Sydney World Pride.
Additionally, winners will also gain an opportunity to attend the Opening Ceremony, take part in the Mini Parade choreographed, and have their story painted as an official mural in central Sydney for all to see.
The campaign is driven by ‘Friends of Mini’ – Australian Casey Donovan and drag queen, Maxi Shield who both embody Mini’s values of equality regardless of age, culture, physical ability, gender and sexual orientation, and represent the messages of Big Love in the wider community.
Following on from a successful 2022 ‘Big Love is all around us’ campaign with Sydney Gay and Lesbian Mardi Gras, Mini’s Big Love story includes a global social movement with a competition element in addition to digital and on-ground activations throughout Pride month.
The partnership will also highlight local businesses supporting and embracing the LGBTQIA+ community through a ‘Map of Big Love’.
“We’re delighted to partner with Mini to spread their message of Big Love with Sydney WorldPride on the 45th Anniversary of Sydney Gay and Lesbian Mardi Gras. The ethos and sentiment aligns perfectly with our Pride amplified culture, community, party and experience events,” Sydney WorldPride chief executive Kate Wickett says.
“It was a joy to see Big Love shared all over Sydney earlier this year, so we are thrilled to once again partner with Mini in 2023. Their Big Love campaign highlights just how vital connection is to our communities and celebrates the uniqueness of all LGBTQIA+
Identity,” Sydney Gay and Lesbian Mardi Gras chief executive Albert Kruger says.
Both Casey and Maxi will share their own Big Love stories and participate in Mini’s on- ground activations such as Mardi Gras Fair Day and the official Mardi Gras Parade, which returns to Oxford Street this year.
A Friend of Mini for the second year running Maxi Shield says Sydney WorldPride will be an opportunity for Australians to join together with their global family and celebrate what the Pride community is all about.
“It’s great to join the Mini team again to continue amplifying these messages of Big Love and encouraging everyone to embrace love is love,” Shield says.
“Not only is this a special moment where our global team comes together at Sydney WorldPride; it also marks the first time the event has been held in the Southern Hemisphere, Mini ANZ head of marketing Nikesh Gohil says.
“People embraced our 2022 “Big Love” campaign, so it is important that we continue to spread this message of diversity and inclusion with the rest of the world,” he says.
Sydney WorldPride 2023 will be staged from February 17 to March 5, 2023.
