New York State Tourism tapped into Australia’s summer Pride season with a multi-channel campaign designed to connect LGBTQ travellers, trade partners and media with tailored travel experiences across the state.
Running from 18 January to 3 March 2026, the Australian campaign combined consumer promotions, Pride event activations and industry engagement to highlight New York State’s welcome for LGBTQ travellers.
Delivered in partnership with LGBTQ travel retailer Planetdwellers and Delta Air Lines (DL), the initiative aimed to strengthen New York State’s visibility in the Australian market while connecting travellers with bookable itineraries and curated experiences across the destination.
A key element of the campaign was New York State’s presence at two major Pride events: the Midsumma Festival Carnival Day in Melbourne and Sydney’s Mardi Gras Fair Day.
At both events, Planetdwellers promoted New York State travel packages and distributed the state’s dedicated LGBTQ travel guide to festival attendees.
For the campaign, the traditional I LOVE NY logo was temporarily replaced with the tourism board’s LGBTQ rainbow heart logo, reinforcing the destination’s message of inclusivity and welcome.
The campaign also included a prominent retail activation in Sydney. In the lead-up to the Sydney Gay and Lesbian Mardi Gras parade, Planetdwellers hosted a branded New York State store takeover at its Oxford Street location.
The takeover featured in-store branding, promotion of tailored travel packages and a hosted consumer event for Planetdwellers’ top clients.
What travel offers supported the campaign?
Consumer engagement was boosted through a prize promotion delivered with Delta Air Lines (DL). One winner received two flights, accommodation on Long Island at Hyatt Place Long Island East End and a $1,000 travel voucher courtesy of Planetdwellers.
Alongside the prize promotion, Planetdwellers worked with Infinity Holidays to develop tailored New York State packages based on three themed itineraries:
- Wine, Water & Wonders
- Beyond the Big Apple
- NYC + Long Island
These packages were promoted through Planetdwellers’ social channels, database communications and the Pride event activations, helping convert inspiration into bookable travel products.
How did the campaign engage the travel trade?
Trade and industry engagement formed another pillar of the Pride-season push.
To coincide with the Sydney Gay and Lesbian Mardi Gras parade, New York State hosted an industry networking afternoon at the Burdekin Hotel on Oxford Street, overlooking the parade route.
The rooftop event welcomed more than 65 travel trade, media and industry partners ahead of the evening parade.
Attendees heard from Ross Levi, Executive Director of the New York State Division of Tourism, alongside Reginald Charlot from NYC Tourism + Conventions.
Throughout the campaign period, New York State’s LGBTQ messaging was also showcased across key travel industry platforms.
This included participation in Visit USA agent events, Brand USA’s B2B Day and TravMedia’s IMM media marketplace.
According to the tourism body, the campaign aligned with community celebrations during Australia’s summer Pride season while strengthening relationships with travel trade, media and marketing partners.
The program also aimed to connect Australian travellers with tailored travel options across New York State beyond New York City, highlighting experiences ranging from wine regions to Long Island coastal escapes.
KARRYON UNPACKS: New York State’s Pride-season campaign highlights how destinations can align marketing with cultural moments in Australia, blending trade engagement and consumer activation to inspire inclusive travel and create bookable opportunities for advisors.
Want more inspiration? Read Ivy Carruth’s coverage from her recent advisor famil: What New York State is getting just right.
This article is brought to you by I Love New York.
