Macy’s 96th Parade

Fall is in the air! The challenge for this year’s Parade? Where to find the fresh. How can we expand upon our now 5 year old campaign, leveraging a successful and trusted brand as it stands, but yet still enthrall our audience?

The typical star of our show - grabbing attention on television and within almost all of the 90+ Parade campaigns thus far - was 34th St. and what happens downtown. With that realization, we began to focus not only on the start of the Parade at 77th Street, ribbon cutting and all, but the start of fall itself. Though the Parade takes place in the middle of fall, our campaign premieres just as the leaves are changing, and thematically, our first Parade elements in the lineup are dedicated to the start of the season. As such, our bright hues were intermixed with crimson and gold, our confetti with fall leaves, and the spotlight turned to the Upper West Side, where the energy of Thanksgiving morning truly begins to peak.

What follows is a testament to the elasticity and everlasting energy of the Macy’s Parade brand, and a purposeful push to represent all of the seasons within Macy’s Branded Entertainment’s tentpole events. With fall and this year’s campaign rounding us out, we’ve successfully showcased that no matter the season, there’s always something to celebrate at Macy’s.