For years, HBO has been at the front lines of the LGBTQ+ conversation representing queer stories through high-quality programming. In 2016, HBO launched the Queer Culture Project, a survey conducted with over one hundred queer influencers to understand the important issues, topics and trends at the forefront of the community. Out of the many findings resulting from the survey, influencers revealed the need for distinctively queer spaces where different silos of the community could meet to exchange ideas and facilitate meaningful dialogue.
As a result, The Gathery worked closely with the celebrated network to develop a pop-up experience to service this need through the curation of 93 all-inclusive free events meant to serve as a catalyst for conversation while shinning-light on different aspects of the network’s programming.
Located in Provincetown - the number one gay resort destination in the United States - The Studio, became the ultimate destination for visiting and local audiences by enhancing the vibrant cultural landscape with pointed programming. Capitalizing on the ever-growing number of tourists, the welcoming pop-up was designed to attract the different sub-sections of the LGBTQ+ community. With 31 partnerships brokered for the initiative, ranging from queer media outlets to local retailers, the experience solidified the network’s continued commitment to the community. With over 12,000 unique visitors and over 260MM+ media impressions over the course of the summer, The Studio established itself as an authentic destination for meaningful queer conversation.
Brand Strategy and Planning
Event Management and Production