Channel 4 subverts ‘floating down the Thames’ stunt with Shetland Pride barge
Channel 4 has brought some color to the UK’s northernmost outpost by floating a pink-and-yellow barge off the coast of Lerwick to mark the first official Pride march to be held on the island.
The barge marked the first Pride celebration on the island
The geographical twist on the hoary old ‘float an object of promotion down the Thames’ maneuver – the last resort of PRs who can’t think of anything else to do – sees the broadcaster break with the London crowd in support of local LGBTQ+ communities.
Following in the Thames barge footsteps of PG Tips and eBay, Channel 4 has been burnishing its regional credentials as part of its #ProudAllOver campaign, demonstrating that life exists beyond a favored metropolitan few. Produced by 4Studio, it marks the 50th anniversary of the Pride movement.
‘Shetland – Everyone Remembers Their First Time’ will be communicated to mainland audiences via outdoor billboards and rural audiences via mobile ad vans.
In the process Channel 4 is putting Shetland on the map, sparing Visit Scotland from having to knit any more pony jumpers.