QMS has announced a new collection of advertising who’ll be putting its City of Sydney outdoor network to use during Mardi Gras.
QMS is showcasing bold, bright and dynamic campaigns from leading brands across the premium City of Sydney network – including Westpac, Pernod Ricard, Belvedere and Up – as they connect with the local and global audiences drawn to Sydney for the celebrations.
Running from 13 February to 1 March, the 48th annual festival features over 80 events, culminating in the iconic Mardi Gras Oxford Street parade on Saturday, 28 February, with over 200 floats and 12,000 marchers. This year’s theme is “Ecstatica”, celebrating euphoria, raw joy and connection as a form of queer resistance.
QMS General Manager, City of Sydney, Olivia Gotch said: “The Sydney Mardi Gras is one of the most powerful cultural moments on Australia’s major events calendar.
“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,” she said.
The 2025 Mardi Gras Festival, which ran from 14 February to 2 March, drove significant audience growth within the City of Sydney. The Mardi Gras Parade in the Oxford Street precinct in Taylor Square was up 25 per cent, with evening audiences surging 54 per cent and interstate visitors up 28 per cent.
