Pride in London: Brand Activation for 3x Parades
Client: ITV Stakeholder: Matt Scarff, Director of ITV Creative & Experiences, Chair of ITV Pride and Chair of Intermedia UK Role: Project Manager
Description:
The summers of 2016-2018 saw a colourful collaboration of media professionals unleash across the streets of central London. Under the umbrella brand of Intermedia UK, ITV, Sky, Channel 4, Discovery Channel, Creative Skillset, Channel 5, UKTV, King, Viacom and the BBC joined forces to celebrate the London Pride Festival.
Set up by Creative Skillset’s LGBT employee group and Stonewall in 2012, InterMediaUK is an LGBT network group for people working across the media and creative industries spectrum.
The activation included end-to-end management of the creative concept and structural delivery of the larger than life parade float; which housed a combination of 30x talent, 2x DJs, press, film crews and photographers and a selection of key executives.
On the day we had responsibility for over 500 participants in the parade, combining some of the biggest talents on telly with a giant collection of colleagues who marched along with the float waving at the crowd as the parade made its way through the streets of London.
Stakeholder Feedback:
"THANK YOU for everything you did to make Saturday at Pride In London the best yet! The float design, float layout and production, Ministry of Sound DJ, talent management and the brilliant organisation running throughout is still making me smile from ear to ear. I've received so much positive feedback from friends at media orgs (BBC, C4, Sky) about how brilliant we looked - and we absolutely did. Thank you thank you thank you. The work we do for LGBT+ inclusion is so important and you have all played a massive part this year in making it even more relevant to ITV colleagues and talent and our viewers."
Matt Scarff, Director of ITV Creative & Experiences, Chair of ITV Pride and Chair of Intermedia UK
"Natalie is an absolute pleasure to work with: dedicated and passionate about all of her projects. I worked closely with Natalie during ITV's involvement in Pride in London, where she delivered the event experience on behalf of the ITV Pride network (which I co-chair). Her confidence, plus her capability to drive projects forward and produce the best work, makes her an inspiring team player. I value her creative and collaborative approach. With her skills and expertise, I can trust that everything is completely under control on event day"
Georgina Marcantonio, Commercial Marketing Manager & Co-Chair of ITV Pride