Brandinc are the exclusive licensing partner for all official Sydney Gay and Lesbian Mardi Gras merchandise.

The Sydney Gay and Lesbian Mardi Gras (SGLMG) organisation’s primary aim is to raise the visibility of the lesbian, gay, bisexual, transgender, queer and intersex communities, celebrating their diversity and promoting acceptance of their rights. The Mardi Gras Parade is one of Australia’s biggest tourist draw cards, attracting visitors to Sydney generating an annual income of over AUS$30million for the NSW state.

Brandinc collaborated with the organisation on 1. product design – production & fulfilment, 2. design – creation & management of an e-commerce platform (visit webstore),  3. selling & staffing at live events.

THE BRIEF

To develop a branded merchandise range that could be used to generate revenue, elevate and enhance the brand, as well as providing quality memorabilia.

THE CONCEPT

To satisfy international, interstate and local requirements for practical, fun and souvenir items – 3 tiers of merchandise were produced; event related, seasonal and all year round lifestyle products which crossed over into the wider community.

BESPOKE PRODUCTION

Brandinc produced 20 retail quality promotional products branded incorporating their signature infinity heart symbol. Products were distributed through a custom built e-commerce store, in retail outlets, at salons, stores, bars & clubs and at live events.

RESULTS

2014 was the first year in its history that the SGLMG had an official merchandise range and an e-commerce platform. There were 6,648 visits to the webstore with 185 purchases (7% conversion to cart). Through this channel, we created a stronger and more internationally recognisable brand.