BAT
^{London Pride 2024}

Building on the success of our 2023 activation with an even bigger, better and bolder celebration for BAT x London Pride 2024.

Dialling up a culture of diversity and inclusion

With the ambition of building A Better Tomorrow™, BAT is on a transformational journey to drive positive change, starting with creating a diverse and inclusive culture internally.

A man standing in front of a colorful bus.

Being bigger, better, bolder

Bray St. was tasked with doing something bigger and bolder to build on the success of BAT’s debut at London Pride and encourage more participation this year. As a specialist in brand experiences, we were well-equipped to bring to life BAT’s brand value ‘Truly Inclusive’ for a second year running, challenged to create an authentic experience, accommodate an increased number of attendees and engage internal teams to encourage participation.

A woman in a red outfit is riding on a bus.

Creating an authentic experience that provided a move-on from last year’s Pride

Bray St. devised its own narrative to support the purpose of the annual event – inclusivity, togetherness and progress – while living up to BAT’s mission statement (A Better Tomorrow™).

The theme? ‘Moving Together’.

Informing our creative approach, we strengthened and expanded on the ownable and distinctive ‘B’ in ‘BAT’ with a curation of four key slogans across all collateral – Be Bold, Be Proud, Be Brave and Be Yourself. With an active tone, the slogans were crafted to empower and encourage people as BAT took to the streets.

These worked hand-in-hand with an inspiring and colourful visual treatment that supported BAT’s newly-launched progress identity while supporting the universal rainbow motif to deliver stand-out in a sea of sameness and create a fresh look and feel. The messaging and treatment appeared on the truck as a statement wrap and on signage and merchandise (hats, umbrellas, fans – you name it). And what would Pride be without a bubble gun or three? The 2024 activation also saw us re-activate partnerships – from DJ Envy and portfolio company Feel – to fully immerse both into the brand, while curating a Pride playlist to ensure the party carried on long after the day ended.

Walking the walk

With larger participation amongst clients, colleagues and partners – not to mention their families – the BAT x London Pride 2024 activation created an elevated experience that once again demonstrated its commitment to D&I by ‘walking the walk’.

“Once again, Hollie and the team at Bray St. knocked it out of the park for BAT x London Pride 2024. With colleagues, clients and partners fully-engaged, the turnout was significantly bigger than last year, while the experience was better and bolder. It’s particularly hard for a brand to stand out at a colourful event like Pride, but Bray St. managed to do just that for BAT. People have been talking about the electric atmosphere for weeks! We can’t wait to roll into town again for London Pride 2025.”

Damian De Conno

Global Head of ERP Strategy, BAT

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