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Myer Christmas Parade 2007

Myer Christmas Parade 2007

Myer Christmas Parade 2007

Myer Christmas Parade 2007

Myer Christmas Parade 2007

Myer Christmas Parade 2007

Myer Christmas Parade 2007

Myer Christmas Parade 2007

Myer Christmas Parade 2007

Myer Christmas Parade 2007

Myer Christmas Parade 2007

Myer Christmas Parade 2007

Myer Christmas Parade 2007

Myer Christmas Parade 2007

Myer Christmas Parade 2007

The goal of the event was to foster goodwill within the community while stimulating a strong start to the Christmas shopping period.

Producing the parade involved assisting Myer with sponsor acquisition from brands such as Disney, Vodafone and The Wiggles before designing and constructing each float to meet the marketing objective of its sponsor.

We were then responsible for the logistics, stakeholder, risk, operations, creative and budget management required to ensure the safe and effective delivery of Australia’s largest Christmas parade.

Besides the obvious logistics and creative challenges involved (particularly given that none of the 2006 floats were retained), the major hurdle of the project was to gain the permits required to hold the event, which turned out to be more of an issue than anybody expected. The position of both state and local government was that they would not support the parade, therefore it couldn’t go ahead...and the clock was ticking.

After lengthy negotiations with both parties, we eventually turned their position around and brought them onboard with the concept. The parade was alive and well, and now all we had to do was come up with a plan to close down the city, recruit a large number of community groups and create floats that had significant impact within the low ceiling height imposed by overhead tram wires... all within a relatively short period of time.

Luckily, we enjoy rising to a challenge. The end result was a safe and impressive parade featuring 14 specifically-designed floats and 660 members of Melbourne’s community performance groups. We even managed to broker a deal with the Seven Network to produce a telecast, which was beamed out twice across Victoria and Tasmania.

Tens of thousands attended on the day and more than half a million tuned in to the broadcasts, delivering for Myer a return on investment that exceeded expectations. We were promptly engaged to produce the parade again in 2008, which came with its own challenges you can read about here.

 

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