Travel should be a source of joy and escape for everyone. But for members of the LGBTIQ+ communities it can be a different story. With a goal to make travel more inclusive for all travellers, Booking.com asked Mango to help launch its Travel Proud certification programme and announce its platinum sponsorship of Queenstown’s 2021 Winter Pride festival.
We needed to create a purpose-driven campaign that would amplify these efforts and help Kiwis take note of the challenges and opportunities for LGBTIQ+ travellers.
Enter Postcards from Pride.
Working with award-winning photographer Becki Moss we produced a set of five postcards that featured stories from diverse LGBTIQ+ travellers across Aotearoa. The postcards were designed to shine a spotlight on the concerns of our travellers including past stay experiences and hopes for a more inclusive travel future – and bring to life the findings of Booking.com’s global research.
We launched the postcards, along with the news of Booking.com’s Travel Proud initiative and research into LGBTQI+ travel, with media relations, influencer content, and a social campaign.
The campaign was announced via a segment on the AM Show, with subsequent coverage across the likes of Stuff, Newshub, NZ Herald online and Capsule amassing a reach of over 1 million Kiwis. Kita Mean, one of talent featured on the postcards, delivered content to drive further reach, awareness, and donations for the chosen charity.