Macy’s Thanksgiving Day Parade
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What better way to generate brand loyalty than by hosting one of the biggest annual events of the year? As the longest running show on Broadway, Macy’s Thanksgiving Day Parade has become a brand itself since its inception in 1924. It was created to stimulate the economy by lengthening the holiday shopping and is now internationally recognized as the official start date of the holiday season. The compelling event includes three hours filled of balloons, floats, live music and other performances. Each year, an estimated three million people attend and more than 44 million people watch the parade on television.
Macy’s celebrated its 150th birthday last year. Their annual Thanksgiving parade has become a long term corporate promotion that has likely given the brand its long standing national recognition – and probably saved it today from the fate of dozens of other retail stores.
In the following days, brand salsa will feature several of the balloons and floats that have made the event special over the last eighty years. Floats of many different themes have made the march through the streets of Manhattan. Some are tradition, while others change every year, successfully promoting their brand identity.
By: Ashley Popham