Pride season in Canada has officially begun with festivals across the country taking place in our cities, generally between June and September with the official LGBT History Month being the national capstone to the season, in October. This will be the second year in a row where Pride celebrations have needed to “stay home” and have, thus, gone virtual. If we consider 2020 Virtual Pride a test trial, what can be learned from the experience, and how can brands leverage their support for Pride in promotional products that fit into a Pride at Home basket?
Lessons Learned from Digital Pride
Like everything else, Pride festivals had to find a way to adapt in a world that had heavy restrictions on gatherings. Not to be defeated, Pride organizations took their celebrations online and tried to recreate the magic, but it’s hard to take one of the largest in-person celebrations and quickly format it into a digital event. For Pride Toronto, even though their 2020 Virtual Pride was well-received, both within their community and by international press, they found a little something was missing. “Our traditional programming didn’t translate as well as we hoped, with the length of DJ sets and party-style programming we were used to,” says Pride Toronto Branding & Marketing Manager, Primeau Alan. “In 2020 our most well-attended events were events that engaged with the community. Our programming reflects that this year, as well as maintains our traditional party events everyone looks forward to… we are hopeful to introduce some phygital (combination physical and digital) elements pending public health requirements.”
What’s great to hear from this is that Pride organizations are looking forward to being able to do some interactive, phygital elements to help bridge the gap between their digital events!
Pride Swag for the 2021 Season
Rolling with the idea that Pride organizations across the country are going to include some small in-person events or little gatherings of friends will celebrate together, then popular promotional products that suit small gatherings or from home include sunglasses, window decals, and porch flags. These are all traditional items that will certainly get some use, this year and in in future parades. If that is what you are looking for, then we have a lot more ideas from last Pride season!
The Educational Approach to Branded Pride Products
Alternatively, you can try something totally different this year. The greatest benefit of Pride going virtual last year was that it allowed the community to create a dialogue, interact, and learn from each other. It removed the loud noises of the party and created a forum of education and exploration. This opens up a unique way for brands to really interact with Pride this 2021 season. With the ability to add your messaging and logo to books, you can support the LGBTQ+ community with little gift sets that include a book that educates on the topic or written by a member of the community. Here are some ideas to get you started:
Books:
Pair with:
Rainbow Mesh Trucker Cap
25 oz single wall [BPA-free] Eastman Tritan Bottle
5-in-1 Charging Cable
Rainbow RPET Crossbody Tote
Kids:
Virtual Pride has opened new opportunities for connecting your brand with this event. If this helped you get inspired, or you have more questions, reach out! Our brand specialists are standing by.
Photography credits: Jason Leung + Jiroe
