Objectives

On June 28, 2024, Pride Live marked a historic milestone with the grand opening of the Stonewall National Monument Visitor Center (SNMVC), the first LGBTQIA+ visitor center in the U.S. National Park Service. This event coincided with the 55th anniversary of the Stonewall Rebellion, a pivotal moment in LGBTQIA+ history, and the 7th Annual Stonewall Day concert, headlined by Cynthia Erivo.

The objective was to elevate awareness of the SNMVC and Pride Live’s mission to preserve and celebrate the legacy of the LGBTQIA+ rights movement. Through a strategic communications plan, Pride Live aimed to reach the LGBTQIA+ community and allies by driving engagement, building long-term awareness, and encouraging foot traffic to the visitor center.

Additionally, the campaign sought to highlight the involvement of key public figures, including President Joe Biden (POTUS) and First Lady Dr. Jill Biden (FLOTUS), and partners, including Amazon, Google and AARP, all who played a critical role and participated in the grand opening ceremony. The ultimate goal was to solidify the SNMVC as a destination to amplify stories not only of what happened at Stonewall, but at other pivotal points of LGBTQIA+ history across the country that have for long been invisible and serve as a beacon for the community and allies.

Strategy and Execution

The campaign’s strategy was designed to celebrate and amplify LGBTQIA+ history by promoting the significance of the Stonewall National Monument Visitor Center and creating awareness around the Stonewall Day concert. We crafted a multi-channel approach, combining social media, influencer, and real-time event coverage to ensure the campaign reached a diverse, global audience.

1. Pre-Event Strategy:
   • In the months leading up to the grand opening, we shared inspiring video content across social media channels, using anthemic storytelling to build excitement for the SNMVC. Social media toolkits were provided to partners to amplify key moments, while tailored communications strategies were developed for founding partners like Google, Amazon, and AARP​
   • Influencer Olivia Ponton (2.9M followers) took over Pride Live’s Instagram account to engage Gen Z audiences, creating buzz ahead of the event​
   • Strategic social media advertising generating awareness ticket redemptions for the Stonewall Day Concert
2. Grand Opening Day:
   • On June 28, 2024, the SNMVC grand opening was livestreamed on Peacock (NBC), with key moments shared in real-time across social media platforms. The presence of POTUS and FLOTUS, who delivered powerful speeches, elevated the event to national importance. Their participation underscored the ongoing fight for LGBTQIA+ rights and made the event a milestone not only for the community but for the nation​
   • Social media was buzzing with posts from high-profile individuals like Elton John, Michael Kors, and Adam Lambert, who shared content with millions of followers. Their participation helped amplify the campaign’s reach​
3. Post-Event Strategy:
   • Following the event, Pride Live’s partners and attendees continued to share content, encouraging audiences to visit the SNMVC and engage with the Rebellion’s legacy. The ongoing media coverage and social sharing ensured that the message lives on long after the event​

The campaign successfully engaged a wide audience through a combination of strategic partnerships, social media amplification, and real-time content. By positioning the SNMVC as a first-of-its-kind educational resource and creating emotional connections through storytelling, the campaign not only celebrated LGBTQIA+ history but also solidified Pride Live’s role in advancing LGBTQIA+ rights.

Results

The campaign exceeded expectations, delivering outstanding results:

• 79M+ social media impressions across all channels​
• 69.6M social media reach, ensuring engagement from diverse, global audiences​
• 3,195 social media mentions, amplifying visibility across platforms​
• Sell-out of the Stonewall Day concert, headlined by Cynthia Erivo, reflecting strong audience engagement.

The participation of POTUS and FLOTUS significantly expanded the campaign’s reach, transforming the grand opening into a national event.

Overall, the event and campaign not only created a memorable experience but also solidified the SNMVC as a landmark for future generations, advancing Pride Live’s mission to preserve and celebrate the Stonewall legacy.

Media