City of Sydney - Liverpool Street.
Digital outdoor media group QMS is supporting the Sydney Gay and Lesbian Mardi Gras Festival with a collection of advertisers celebrating love, diversity, inclusion and self-expression across its City of Sydney digital street furniture network.
QMS is showcasing campaigns from brands across the City of Sydney network including Westpac, Pernod Ricard, Belvedere and Up Bank as they connect with local and global audiences.
Running from February 13 to March 1, the 48th annual festival features more than 80 events, culminating in the Mardi Gras Oxford Street parade on Saturday, February 28, with more than 200 floats and 12,000 marchers.
This year's theme is "Ecstatica", celebrating euphoria, raw joy and connection as a form of queer resistance.
"The Sydney Mardi Gras is one of the most powerful cultural moments on Australia's major events calendar," said QMS general manager, City of Sydney, Olivia Gotch.
"We're proud to again enable our brand partners to connect with these large-scale audiences in the heart of the Mardi Gras precincts, giving advertisers an opportunity to engage with audiences in real time, in the places where the energy and emotion of the festival is strongest. It's where brands can be a part of the celebration in a way that is meaningful and highly contextual.
"This year's theme, Ecstatica, is all about joy and expression, and we're seeing brands embrace that spirit with dynamic creative that reflects the vibrancy of Mardi Gras. It's a privilege for QMS to continue playing a role in showcasing diversity and equality to the world."
The 2025 Mardi Gras Festival, which ran from February 14 to March 2, drove audience growth within the City of Sydney.
The Mardi Gras Parade in the Oxford Street precinct in Taylor Square was up 25%, with evening audiences surging 54% and interstate visitors up 28%.
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