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Myer Christmas Parade 2008

Enormous Crowds

Myer Christmas Parade 2008

Andrew Gaze starting it all

Myer Christmas Parade

The Cast of Wicked

Myer Christmas Parade 2008

Carl Riseley and the Spirit of Christmas float

Myer Christmas Parade 2008

Hasbro Float

Myer Christmas Parade 2008

Ballerinas

Myer Christmas Parade 2008

Looking down the route from parliament steps

Myer Christmas Parade 2008

Captain Feathersword on the Wiggles float

Myer Christmas Parade 2008

Bailey the Bear float

Myer Christmas Parade 2008

The Sesame Street team on their float

Myer Christmas Parade 2008

Santa and the reindeers

Myer Christmas Parade 2008

Pete Mitchell, Jennifer Keyte, Sonia Kruger and The Myer Chorus

Myer Christmas Parade 2008

Mahalia Barnes

Myer Christmas Parade 2008

Daryl Braithwaite and the Make-a-Wish float

Myer Christmas Parade 2008

Funkidance

Myer Christmas Parade 2008

Producing the parade involved assisting Myer with sponsor acquisition from brands such as Sesame Street, Hasbro 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.

After securing the Seven Network telecast in 2007, one of our primary challenges was to make the event more television-friendly, to ensure that the excitement on the ground translated to this entirely different medium.

Our other challenge was to raise the bar even higher than the significant improvements we brought to the event in the previous year (see the case study here).

We out-performed expectations in each of the areas established in 2007: our in-house workshop designed and created 11 large-scale floats, each with higher production values than previously seen in Melbourne; our community engagement team curated, costumed and rehearsed 1100 performers from 30 different community groups – representing a 40% increase from the previous year; and we grew the number of celebrities and performers to 30, providing the icing to the wow-factor.

Additionally, we implemented a “television zone” which was inspired by our experience at the 2007 Macy’s Thanksgiving Parade in New York. In this area celebrities, floats and selected community performers stopped to present a routine directly to camera. This improvement, along with opening numbers by Wicked and the Myer Chorus of 100 performers, provided Channel Seven with more quality content than they could fit into the one-hour broadcast.

As an added bonus, we also secured Government funding for the event, which wasn’t even in the brief.

The end result was a safe and truly spectacular event attended by tens of thousands and watched by hundreds of thousands. Myer’s level of satisfaction is evident in the fact that we’ve already been engaged to produce the parade in November 2009. Want to know how we’re going to raise the bar even further? Watch this space!

 

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