New York State’s LGBTQ campaign in Australia ran from 18 January to 3 March 2026, aligning with the country’s summer Pride season to connect with LGBTQ travellers, travel trade, media and industry partners through a series of targeted activations.
Delivered in partnership with LGBTQ travel retailer Planetdwellers and Delta Air Lines, the campaign combined consumer-facing promotions with trade and media engagement to reinforce New York State’s message of welcome for all travellers.
With the traditional red I LOVE NY heart logo replaced for this campaign with the tourism board’s LGBTQ rainbow heart logo, activity included promotion of New York State at two of Australia’s major Pride events – Midsumma Festival Carnival Day in Melbourne and Mardi Gras Fair Day in Sydney – where Planetdwellers showcased New York State travel packages and distributed the state’s dedicated LGBTQ travel guide to festival attendees.
In the lead-up to the Sydney Gay and Lesbian Mardi Gras parade, Planetdwellers also hosted a dedicated New York State branded store takeover at its popular Oxford Street retail location. The activation included in-store branding, travel package promotion and a hosted consumer event for Planetdwellers top clients.
The partnership also featured a consumer prize promotion in collaboration with Delta Air Lines, offering 2 return flights to New York for one lucky winner. Also in the prize pool was accommodation on Long Island provided by Hyatt Place Long Island East End and a $1,000 travel voucher courtesy of Planetdwellers.
As part of the Planetdwellers activity, tailored New York State travel packages were developed with Infinity Holidays based on three themed itineraries – Wine, Water & Wonders, Beyond the Big Apple and NYC + Long Island. These packages were promoted through Planetdwellers’ owned channels, including social media and database communications, as well as through the Pride event activations.
To coincide with the Sydney Gay and Lesbian Mardi Gras Parade, New York State also hosted a glitter-filled industry networking afternoon at the Burdekin Hotel on Oxford Street, overlooking the Mardi Gras parade route ahead of its evening start. The pre-parade rooftop event brought together more than 65 trade, media and industry partners and featured a welcome from Ross Levi, Executive Director of New York State Division of Tourism, as well as words from Reginald Charlot of NYC Tourism + Conventions.
Throughout the campaign period, New York State’s LGBTQ messaging was also promoted across key industry platforms, including Visit USA agent events, Brand USA’s B2B Day and TravMedia’s IMM media marketplace.
The campaign was timed to coincide with celebrations during Australia’s summer Pride season, building New York State’s visibility in the market while strengthening relationships with travel trade, media and marketing partners, showcasing the state’s welcome for all and connecting travellers with tailored, bookable travel options across the state.
