The fight for gay marriage was in full swing, and even NY had not legalized it as of yet. Iamsterdam, the tourism bureau of the Dutch city of Amsterdam, reached out to MAMA to create a multi-tiered activation that was to re-enforce Amsterdam (where gay marriage had been legal for decades) as THE “IT” city for gay travelers, and also act as a diplomatic trip to make their opinions on gay marriage known to the powers that be in New York…in hopes of influencing change in the US.

What culminated from this were massive press events that brought the deputy mayor of Amsterdam, writer of the movie “MILK” Dustin Lance Black, and NYC Mayor Bloomberg all together at the very front of the Gay Pride Parade. MAMA created a massive 14 foot tall wedding cake float, complete with same sex couple at the top, that won multiple international awards. We worked with the now famous Standard Hotel to throw their first party ever, before it’s official opening, on the terrace overlooking the NY Pride Pier Dance. We partnered with Marriage Equality and other non-profits to raise money through a modern art auction. We integrated into two massive underground gay parties, one of which was the official opening party for Pride, and the other of which was thrown by nightlife icon Susanne Bartsch. We even recreated the famous Iamsterdam sculpture that sits in the middle of Amsterdam, on our very own Governor’s Island.

When all was said and done, we had generated over $1.5 Million in media exposure with $0 in paid media! Iamsterdam was the talk of everyone who was at Pride. Tourism showed a marked increase in gay travelers to Amsterdam. It was truly inspiring to have a country from abroad create an initiative and come all the way across the ocean to show their support for a group of people here in the US. After all, even old New York, was once New Amsterdam!