Modern Marketing Brand Purpose Brand Strategy

Mini’s Big Love philosophy to take centre stage at Sydney WorldPride 2023


By Danielle Long | Acting APAC Editor

January 9, 2023 | 6 min read

Mini’s Sydney WorldPride 2023 sponsorship is about "being a credible partner to a credible cause" and not about chasing the pink dollar for social clout. Nikesh Gohil, head of marketing Mini ANZ, tells The Drum about the brand’s Big Love attitude and how it fits perfectly with WorldPride.

Premium automotive brand Mini has partnered with WorldPride 2023 Festival to help champion inclusivity and promote the power of connection to the global LGBTQIA+ community.

MINI Sydney WorldPride 2023

Mini's 'Friends of Mini' help promote the brand's partnership with WorldPride 2023

Mini’s partnership with WorldPride 2023, which takes place in Sydney next month, will centre around a global social campaign inviting people to share their Big Love story, which will live as part of an online mosaic of stories from around the globe.

Mini will also create a digital map of Sydney – Map of Big Love - showcasing significant sites and destinations for the Festival and local businesses, such as stores, bars, cafes, and restaurants, that are supportive and inclusive to the LGBTQIA+ community.

The partnership will promote Mini’s Big Love philosophy, a global brand attitude that inspires a world of positive actions through connection and inclusivity.

The campaign aims to build on the positive connections Mini established with Sydney’s LGBTQIA+ community through its partnership with the Sydney Gay and Lesbian Mardi Gras in 2022, according to Nikesh Gohil, head of marketing for MINI ANZ.

“The whole purpose of this sponsorship is to be a credible partner with a credible cause. And showcase that Mini is that iconic brand that continues to reinvent itself and is optimistic as it continues on that journey of diversity and inclusion.”

“I remember a quote from a media article after last year’s sponsorship: "it's fantastic to see corporates truly investing in the community and not just succumbing to the pink dollar.” That was an endorsement from the community that showcased that we are not here to align with something that is topical at a particular point in time, like pride month in June. It's really showcasing that the investment that we put into our partnership is fostering a sense of solidarity towards the LGBTQIA+ community.”

Mini's partnership with the Sydney Gay & Lesbian Mardi Gras in 2021 helped the brand achieve a 95% positive social sentiment, in addition to driving more than 18m in earned media reach.

Gohil said the brand’s success in 2022 set the stage for this year’s partnership, providing the opportunity to push the messaging globally.

“We saw this year as an opportunity to go bigger and bolder and spread that message of diversity and inclusion on a global scale. The partnership will obviously be activated locally, but we can also activate globally - on a global level as well as in different markets. Mini can leverage this partnership and have a consistent message on what Big Love means and our messaging around celebrating diversity and inclusion.”

Mini will promote the partnership through media deals and advertising, in addition to digital and on-ground activations, at WorldPride events such as Fair Day and Mardi Gras parade, which returns to its iconic route along Sydney's Oxford Street this year.

People will be able to share their stories through an online form and go into a draw to win tickets to attend the festival and participate in Mini’s float at the Sydney Mardi Gras Parade. The winners will also have their stories brought to life in an official mural in central Sydney for all to see.

The activity also includes ‘Friends of Mini' drag queen Maxi Shield and iconic singer Casey Donovan, who "both embody Mini’s values of equality regardless of age, culture, physical ability, gender and sexual orientation, and represent the messages of Big Love in the wider community."

The premium automotive brand, which competes against the likes of Audi, Volvo, Mercedes Benz, and BMW, positions itself as an inventive and creative brand that caters to a target customer that is "unique, creative, and wants a vehicle that is an extension of who they are".

Gohil says the brand's authenticity and optimism help it stand and cut through in the highly competitive automotive sector.

"Our CEO Wolfgang has always said, "The world looks better from the inside of a Mini", and it's that optimistic mindset that has touched our entire campaign. That, and the authenticity of this campaign, is how we've ensured that we stand out from the crowd."

Modern Marketing Brand Purpose Brand Strategy

More from Modern Marketing

View all


Industry insights

View all
Add your own content +