American Express to Take Over New York With Its Pride Campaigns, Including a Performance From Lizzo

The singer’s set will be live streamed on a jumbotron in Times Square

American Express has multiple Pride Month initiatives planned to take place in New York.
American Express

Brands are going all in for Pride this year, so much so that Adweek has created a tracker to keep stock of what’s going on.

One of said brands is American Express, which is supporting Pride Month in a variety of ways during the month of June via its “Proudly Backing” campaign. Considering this year’s WorldPride is taking place in New York, American Express is concentrating much of its efforts in the city.

Perhaps the most buzzworthy is a performance by Lizzo (who was recently named to Adweek’s annual Creative 100 list) at The Times Square Edition hotel on June 26. Hosted by American Express, the event is only open to card members, who can start purchasing tickets on June 14. All proceeds from ticket sales will go to the Stonewall Community Foundation, a nonprofit whose work supports LGBTQ+ people, projects and organizations.

Her show will be live streamed on a jumbotron in Times Square and will also include a digital art integration from artist Shantell Martin, who will create a real-time “music visualization” that will be projected behind Lizzo while she performs.

“I’ve always stood up for inclusivity and been an advocate for underrepresented communities, and that’s why I am so happy to help American Express launch their new ‘Proudly Backing’ campaign to send an important message of love and support to the LGBTQ+ community,” said Lizzo in a statement.

In addition to the show, American Express is taking over hundreds of LinkNYC digital screens along the city’s Pride March route, with rainbow-themed ads that will display messages of love and acceptance.

The company is also expanding its “Backing Billboards” initiative, which launched last year and showcases artwork from emerging artists. For Pride, American Express is providing Martin with access to a “canvas in a highly-trafficked location in downtown Manhattan” so she can paint a wallscape to show support for the LGBTQ+ community.

But that’s not all. The brand is also integrating its ongoing “Shop Small” effort into Pride via a map that features local small businesses along the Pride March route that are owned by LGBTQ+ people and allies. To promote the effort, American Express is providing local merchants with Pride-themed “Shop Small” signage and items.

Finally, American Express is partnering with the Stonewall Community Foundation for its first-ever “LGBTQ+ Leadership Academy.” According to the company, it will work to “empower the next generation of leaders working in LGBTQ+ nonprofit organizations” and provide opportunities to network. Later this year, more than 70 leaders in this space from across the U.S. will be invited to the inaugural Academy where they will have the opportunity to learn ways to cultivate modern leadership challenges.

Agencies that worked on the effort include mcgarrybowen, Paperwork, Day One Agency and Ogilvy.

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