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BMW of North America launched a new campaign in celebration of Pride Month and the LGBTQIA+ community, entitled “Driven By Pride.” The campaign featured various activations, including BMW’s participation in a special broadcast event by NYC Pride, support of The Trevor Project’s “Pride Everywhere” campaign, and communications across BMW’s digital channels.

NYC Pride hosted a special broadcast event on Sunday, June 28 from 12:00 PM – 2:00 PM EST, featuring five custom-wrapped BMW 8 Series Convertibles. The specially wrapped vehicles featured blended rainbow colors that represent the entire Pride flag and LGBTQIA+ community, as well as a special “PRIDE” BMW roundel design on the hood of each vehicle.

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The broadcast event featured grand marshals from the LGBTQIA+ community as well as live musical performances. Grand marshals included Dan Levy of Schitt’s Creek, The Ali Forney Center, transgender activist Victoria Cruz, and LGBT Rights Advocacy China director Yanzi Peng.

“While many of this year’s live Pride activities were cancelled out of necessity, BMW continues to stand with the LGBTQIA+ community in this celebration of Pride and unity,” said Uwe Dreher, vice president of marketing, BMW of North America. “As the

world continues to demonstrate for racial equality and justice amidst the ongoing COVID-19 pandemic, there has never been a more urgent time to celebrate togetherness and unity.”

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ABOVE: BMW at Gay Pride in the USA

NYC Pride Special Broadcast Event

As Pride events worldwide were altered due to unprecedented circumstances caused by COVID-19, BMW partnered with NYC Pride for their virtual Pride broadcast event. WABC TV carried the event live on its broadcast network, providing a safe and socially distant way for viewers to celebrate. BMW USA additionally provided fans and enthusiasts with a special Instagram Live and Facebook Live broadcast of the Stonewall Street parade finale.

The broadcast event featured BMW 8 Series Convertibles in specially designed “Driven By Pride” wraps which drove the original NYC Pride parade route along 5th Avenue in Manhattan, New York. The event included appearances by the aforementioned grand marshals and special musical performances from Janelle Monae, Billy Porter, Deborah Cox and Luisa Sonza. The broadcast was hosted by Carson Kressley.

Support of The Trevor Project’s “Pride Everywhere” Campaign

As part of this year’s Pride support, BMW joined The Trevor Project as the exclusive automotive partner of their “Pride Everywhere” campaign. BMW’s support will help provide critical services to 30,000 LBGTQ youth from the largest national organization providing crisis intervention and suicide prevention.

From BMW to PRIDE

In support and allyship to the LGBTQIA+ community, BMW created a special PRIDE roundel logo, replacing the BMW letters with PRIDE and filling the updated roundel’s transparent areas with blended Pride colors. This change was featured in U.S. digital communications.

Follow BMW of North America on Instagram @BMWUSA, Twitter @BMWUSA and Like BMWUSA on Facebook.