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Macy’s – Parade on Parade
SITUATION
After acquiring several well-known department stores, the Macy’s brand was not well received by loyal shoppers of the newly acquired chains. In order to build brand favor among existing and potential consumers, Macy’s decided to capitalize on the strong emotional appeal of its Thanksgiving Day Parade. The resulting campaign, “Parade on Parade”, was the first-ever Macy’s Thanksgiving Day Parade road trip, which brought the beloved holiday event to 23 cities in 80 days. For the Parade on Parade stop in Downey, Calif., Macy’s West enlisted our help to publicize and promote the event and reinforce the Macy’s brand in Southern California.
IMPLEMENTATION
In order to garner local support, the team decided to incorporate the Parade on Parade event with the City of Downey’s 50th Anniversary, turning the one-day event into a three-day celebration. Local schools and community groups were invited and incorporated into the city’s celebration event. Various media opportunities were specifically tailored to cater to each outlet’s unique format and were staggered over three days prior to the actual parade stop to cater to the competitive media market.
RESULTS
More than 6,000 people attended the event – a total of 10 million impressions were generated through extensive media coverage. The three-day celebration yielded 13 television placements, 21 calendar placements, three radio street teams present, and four radio promotions. Best of all, Macy’s achieved positive brand recognition and solidified its position in the Southern California retail community, and our team won the 2007 PROTOS Award for Special Events and Observances for Parade on Parade.
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