NYC & Company, the official destination marketing organization and convention and visitors bureau for New York City, is facilitating rainbow lightings across all five boroughs—a first for the organization—in celebration of the queer community and the first World Pride in the United States.
Throughout the month of June, approximately 4 million visitors in addition to locals will be witnessing an awe-inspiring expression of LGBTQ+ representation and acceptance across the Bronx, Brooklyn, Manhattan, Queens and Staten Island, aligned to the monumental celebration and the Stonewall Uprising’s 50th anniversary.
“New York City is the birthplace of the modern LGBTQ rights movement and has played a significant role in the progress the global movement has made. This month our City will host World Pride to commemorate the 50th Anniversary of the Stonewall uprising. Lighting our skyline will remind LGBTQ people around the world that New York City will always be a beacon of hope and a place to call home, “said Mayor Bill de Blasio.
“Hosting the first-ever US World Pride during the 50th anniversary of Stonewall will be a profound and historic moment for the LGBTQ+ community in New York City and around the world,” said Fred Dixon, NYC & Company’s president and CEO. “We are so grateful to all of our lighting partners for commemorating this significant milestone and helping us welcome as many as 4 million travelers who will experience our city’s diversity, inclusivity and vibrant spirit.”
The five-borough lighting is part of NYC & Company’s larger destination marketing initiative 'Project Rainbow'. This unique effort empowers member businesses to unify their branding in celebration of World Pride and in solidarity with all that it represents. Attractions, bus tour operators, cultural organizations, entertainment entities, hotels, restaurants, transportation providers and more received creative assets to include on consumer-facing materials and recommendations on how to show support during World Pride.
Another NYC & Company marketing and destination management effort connected to the festivities is a partnership with six Broadway shows — Beautiful: The Carole King Musical, Chicago, Come From Away, Frankie and Johnny in the Claire de Lune, Hadestown and King Kong — plus Rock Steady Farm on the Proudly Sustainable campaign. Each participating production created a thematic message to encourage responsible travel to NYC during WorldPride and beyond. The creative is currently displayed on LinkNYC screens across the five boroughs.
Among other efforts, NYC & Company has dubbed 2019 the Year of Pride to spotlight exhibitions, events and activities at cultural organizations across the five boroughs before, during and after the official events in June. The Communications team also traveled the world and the nation promoting World Pride at 15 press conferences over the past year. The destination’s recognition of the LGBTQ+ community extends throughout 2019 and always.