Marketing on parade

In millions of homes across the country, turkey dinners are cooking and tables are set with the Macy's Thanksgiving Day Parade airing in the background. Whether you are from New York, California, anywhere in between, or across the world for that matter, the Macy's Thanksgiving Day Parade has been a beloved holiday tradition for more than 80 years.

What started back in 1924 by Macy's department store employees as a treat for the City of New York has since evolved into one of the most successful marketing, advertising, and PR platforms our nation has ever enjoyed. The annual extravaganza offers countless promotional opportunities for everyone from rising pop stars promoting new CDs to major corporations, and even the Big Apple itself.

It has unfortunately not been free of PR issues, recalling the very sad big balloon accident a few years back, and now this year, The Great White Way virtually shut down due to striking stagehands. Whatever will happen to the many performances from hit Broadway shows that have long-been a highlight of this holiday spectacular?

As a PR professional in a successful marketing agency, I for one plan to tune in to find out – not only for the holiday cheer it will bring – but also because it is one of our country's best and brightest marketing case studies.