Marketing Trendz Volume 23 Spring 2018 Edition | Page 7

community relations
Westfield Bondi
Junction supported the
Pride movement with
on-site installations,
signage, and an exhibit.
FORTY YEARS LATER:
A PATH TO PRIDE
Westfield Bondi Junction shows LGBTQI community some love
With the theme “40 Years of Evolution,” Sydney Gay and Lesbian Mardi Gras
2018 celebrated a four-decade journey that still has a long road ahead. To
show support for the LGBTQI community and its cause, Australia’s Westfield
Bondi Junction created the “Path to Pride” a rainbow exhibition, the “Lap of
Love” interactive tunnel, and a three-pronged in-center activation. Bringing
to life the theme, the exhibition highlighted a number of major milestones in
Sydney’s LGBTQI community over the past four decades and offered visitors
a new and personal perspective of the movement.
The center’s website reads: “C. Moore Hardy is an Australian photographer,
nurse and community worker, known for her extensive photographic
documentation of the Sydney queer community since the 1970s. Hardy’s
work has encompassed both freelance and commercial photography
featuring candid portraiture of community events. Most notably, Sydney
Gay and Lesbian Mardi Gras, and in particular, minority groups within the
LGBTQI community.” Westfield Bondi Junction reached out to Hardy to
curate “Path to Pride” and share her 10 favorite moments from Mardi Gras
captured over the years.
Leading up to the official parade on March 3, the tunnel displayed
positive messages of love, inclusion, and celebration from customers via
floor-to-ceiling LED screens.
“From a strategic perspective, [the in-center exhibition and activation]
were predominantly designed to help support Westfield Bondi Junction’s
community-led initiatives and continue to positively reaffirm the center’s
profile as an LGBTQI supporter,” commented a mall representative.
For those interested in being part of the parade, the center promoted
retailers via social media as the place to buy last-minute outfit add-ons and
receive a pride patch as a GWP. Passers-by and customers were invited to
share Pride-related moments and activities via the #WBGAY hashtag.
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