HBO has been at the front lines of the LGBTQ+ conversation representing queer stories on a human level through high-quality programming. From groundbreaking fictional characters to powerful and informed documentaries, the network continues to be a catalyst for the discussion of important and diverse topics surrounding the community.

In 2016, HBO’s Multicultural Marketing team launched the Queer Culture Project, a survey conducted with over one hundred queer influencers to understand the important issues, desires, topics and trends at the forefront of LGBTQ+ conversations. Out of the many findings resulting from the survey, influencers revealed the need for distinctively queer spaces where the different silos of the community could meet to exchange ideas and facilitate meaningful dialogue. HBO saw this as an opportunity to continue to connect to an important segment of their audience in a profound way through the development of a unique and meaningful pop-up experience.

Since the beginning of the 20th Century, Provincetown, has been a haven for the queer community. The small Cape Cod town has become the number one resort destination for the LGBTQ+ community welcoming over one million visitors each summer. The Studio by HBO, was a unique pop-up experience created to provide a destination for visiting and local audiences by enhancing the vibrant cultural landscape with pointed all-inclusive programming ranging from talks with HBO talent to non-nonprofit workshops and screenings. Capitalizing on the every-growing number of LGBTQ+ tourists, the pop-up - part community space, part content studio - was designed to attract the different silos of the community while highlighting individual network shows each week. With 31 partnerships brokered for the initiative ranging from queer media outlets to local retail and community partners, the experience solidified the network’s continued commitment and its place on the forefront of the LGBTQ+ conversation.

As part of HBO's continued support of the LGBTQ+ community, The Studio was developed to touch a high-impact and influential queer audience during the summer of 2018. The agency developed a pop-up in Provincetown, a resort destination which sees an influx of 70,000 queer visitors each and every week. The opportunity was clear, HBO would be able to connect to an engaged and diverse queer audience by creating an inviting salon space that offered curated programming that enhanced the town's already vibrant cultural landscape. In turn, The Studio became an on-demand community space that served as a connecting place where the community could discuss timely topics. From art exhibits to workshops, Sex and the City Drag Queen Trivia to panels discussing conversion therapy, the well-rounded content presented at the pop-up ensured there was something for all. HBO shows were organically interwoven into The Studio's programming.

Located at the heart of Commercial Street, the epicenter for summer activity in Provincetown, HBO/the agency transformed and restored a storefront into an all-inclusive community space. For seven weeks, The Studio provided unique and highly curated programming meant to enhance the town's vibrant cultural landscape. Opened six days a week, the Studio offered over 93 free events. Each week, and tied-into the town's trademark themed celebrations, The Studio hosted a new media partner while weaving in exclusive HBO programming organically into the schedule. Partnerships with the Provincetown Business Guild, The Provincetown Film Society, local retailers and restaurants made sure that the brand was also supporting the resort town's community. Family oriented programming, important and timely LGBTQ+ panel discussions and partnerships with queer non-profits (such as The Trevor Project and Queer|Art) ensured a well-rounded and poignant calendar of events touching the LGBTQ+ community in an authentic and important way.

The Studio in numbers:

1 Store front

7 Weeks

93 Free Cultural Events

31 Partners (ranging from independent queer zines, LGBTQ+ non-profits, local business guilds)

1 Public Concert featuring trans and queer musicians at the Pilgrim Monument on Fourth of July

8 LGBTQ Media Partners (Out, The Advocate, Gayletter, Hello Mr., The Tenths, Into, Food for Thot)

3 Art Exhibits featuring 6 queer artists

4 Product Collaborations with Queer owned businesses

11,500 Premiums distributed

12,000+ Visitors

16MM+ Social Impressions

260M+ Earned Media Impressions