In the beginning of August, Amsterdam becomes Europe's center for all that is pink. i.e. Gay. It is where the Gay Parade is held, and the city organizes a 2.5 hour long boat parade, followed by a weekend of parties all around the city.
We found this a perfect opportunity to present our client, Maison de la France, the french tourism office in Amsterdam, with the idea to promote their french gay tourism agenda. Their office also sits on the canal along the parade route and offers a unique opportunity to draw attention to what they have to offer.
We designed a large banner that hung in front of their building, where every single Gay Parade boat passes, along with about 500.000 passersby. In addition we designed flyers to bring traffic to their website which promotes french gay tourism.
The flyers were shaped like fans to add to the fun and seductive atmosphere of the parade. The image on the front appealed to both men and women. Gay or straight.
We designed an online game to bring visitors to their website. The concept of the game was to identify 6 gay icons from photographs. Trips to France could be won, including 20 DVD's of 'La vie en Rose', the film biography of Edith Piaf.
