We introduced the concept ‘Together we are iconic’. In the campaign images (which are made in collaboration with Rik Versteeg) Rotterdam city icons are claimed as queer icons by well-known Rotterdam queers. For example, influencer Lotte van Eijk uses the Markthal to express herself as a cowgirl. Ballroom star Marie-Léa gracefully pole dances at the Euromast and drag queen Vanity Vickers lies on the Erasmus Bridge like a true goddess. Even outdoor art phenomenon Santa Claus, popularly known as ‘the Buttplug Gnome’, is claimed as an ally of Rotterdam Pride!
With the outdoor campaign, a clear statement is made in a friendly way; the city is (also) owned by the LGBTQIA+ community. Especially during Rotterdam Pride Week. Online we use the community reach of the queer icons in our campaign and highlight the contents of the program.