As the strategic partner for The Tourism Authority of Thailand-New York, ELMNTL introduced the art of Thai drag, performance, and culture to the world’s biggest LGBTQ stage, World Pride in New York City. ELMNTL and TAT wanted to ensure that the LGBTQ community left Pride knowing how welcoming Thailand is.

Our strategic Approach

  1. Leverage the power and community reach of drag.
  2. Throw a VIP extravaganza.
  3. Generate excitement about Thailand beyond the float.


To build a social movement, we partnered with social media influencers and influential queens from RuPaul Drag Race Thailand: Kandy Zyanide, Kana Warrior, and Angele Anang, the first and only trans winner in RuPaul’s Drag Race history.

As a prelude to the parade, we created an extravaganza VIP event with the Drag Queens performing traditional Thai dance, increasing awareness for the Queens and the TAT float, giving attendees a glimpse into what they could anticipate during the parade.

More than 500 people RSVPed to march alongside the Thailand float during the parade and support the Drag Race Queens.

After the parade, Vice Media invited TAT and the Drag Queens to the Vice Studios for a panel discussion surrounding LGBTQ pride, Thailand rights, and how Thai drag is different from American drag.


  • +500Pride Parade RSVPs
  • +100MEarned Media Impressions
  • 10%Increase in @ThailandInsider Organic Social Media Followers
  • 15%Increase in @GoThaiBeFree Organic Social Media Followers
  • +15kLikes, Comments, Shares
  • 11%Increase in Engagement