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ABSOLUT HOUSE OF LOVE LAUNCH

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World-renowned Australian LGBTQIA+ venue The Imperial Erskineville in partnership with the leading brand of premium vodka Absolut has launched their Absolut: House of Love campaign, a month-long series of activations and an out-of-home and digital campaign celebrating the 42nd annual Sydney Gay & Lesbian Mardi Gras. 

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 “The Imperial has always stood for equality and the LGBTQIA+ community and we’re passionate about nurturing the diversity within our community,” says The Sydney Collective’s CEO, Fraser Short. 

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Absolut took over the iconic inner-west Sydney hotel transforming the three-storied establishment into an interactive social media playground and experiential cocktail bar for party-goers. The month-long calendar of events includes a two-part QueerTank symposium series, a gallery of archival Absolut LGBT campaigns from global markets, and an out-of-home and digital campaign launching with bill posters around central Sydney.
 

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“Archival Absolut LGBT campaigns are plastered on the walls throughout the venue; a 360 degree Absolut rainbow-branded photo-booth and Absolut Love Letters letterbox and strictly Absolut bar took-over the Imperial’s iconic UP! rooftop; and performance artists The Huxley’s added their unique flavour of glitterati,” says The Imperial Erskineville’s marketing manager, Matt Folino. 

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 Throughout the month of Mardi Gras, officially February 14th through to March 1st, Absolut and The Imperial Erskineville are also serving an exclusive cocktail, the Absolut: Frida Las Vegas trialled and tested by the venue’s lead mixologist, Ty Singleton. One dollar from every cocktail poured during the festival will be donated to the long-standing AIDS and HIV charity organisation the Bobby Goldsmith Foundation. 

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 “We’re proud of our relationship with both Absolut and The Imperial Erskineville and hope to provide the wider LGBTQIA+ community with the support to help destigmatize living with HIV in 2020,” adds The Bobby Goldsmith Foundation CEO, Nick Lawson. 

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On hand to celebrate the campaigns launch were 2016 The Voice winner Alfie Arcuri, celebrity chef Anna Polyviou, Rugby Australia’s head of diversity and inclusion Casey Conway, Channel Nine’s The Block host and interior designer Darren Palmer, stylist Emma Read, celebrity make-up artist Max May, Double Rainbouu creative director Michael Nolan, Chadwick’s model and social media personality Reece Carter, American-Australian media personality and Studio Ten host Richard Reid, Oyster magazine fashion editor Sarah Starkey, Sunrise presenter Shaun White, and The Amazing Race winners Tim and Rod Sattler-Jones. 
Source: Absolut

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© Melissa Hoyer 2020

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