THE CHALLENGE
For LGBTQIA+ people in regional NSW, getting to Sydney for Mardi Gras isn’t always easy. Tinder wanted to help close that distance, giving people outside the city a way to join the celebration and a few new connections along the way.
THE IDEA
We created the Tinder Pride Ride, a road trip with Pride on board. A double-decker Magic Bus, decked out in Tinder style, took regional LGBTQIA+ young people and their plus-ones from Goulburn to Sydney. The party started long before Oxford Street.
HOW PEOPLE ENGAGED
A social competition selected ten winners and their guests, with pickups along the route. Starting at the Big Merino, the bus travelled through Moss Vale and Wollongong, with DJs, comedians, musicians and drag queens keeping spirits high between stops. A scenic lunch gave way to the Heaps Gay x Tinder opening-night party, followed by a Sydney weekend of Poof Doof, Mardi Gras and an after-party.
WHAT IT BUILT
A 10% lift in new registrations compared with the previous week. A shared adventure that connected regional communities with Sydney’s Pride celebrations. And a reminder that the journey can be just as much of a party as the destination.
