Myer Christmas Parade

The Client



2006 – 2011

The Project

The Myer Christmas Parade was a grand annual parade through the streets of Melbourne with an average of 50,000 attendees. It was Myer’s gift to the people of Melbourne to build customer loyalty and goodwill, and signalled the start of the Christmas retail season. Producing each parade was a mammoth task, taking over six months to complete each year. Working in close partnership with the National Events Team at Myer, our production team was responsible for strategic concept development, project management, media management, marketing, sponsorship, celebrity recruitment, technical production, community engagement and compliance. Additionally, we had the responsibility of managing enormous public event logistical challenges such as closing half of Melbourne CBD [including three major tram lines] for several hours. Multiple stakeholder liaison was also a significant challenge that we conquered. We managed the involvement of all participants from an enormous list of household brand names to over 1,500 parade participants, including 1,000 community members who we curated and creatively directed in their performances. The event was broadcast live in Victoria, and nationally on delay, on the Seven Network. We developed the broadcast concept, presented it to our contacts at the network and made the introduction between the parties. This was all while curating the successful ongoing relationship between Myer and Seven. We were instrumental in engaging another major sponsor Audi, by creating a package that suited their objectives. Through our detailed discussions with Audi, we discovered that their one key requirement was not brand exposure on event day, but rather access to customer data. We created a sponsorship package to suit. They signed up right away.

The Interesting Bit

The Melbourne weather. We saw extremes of blistering heat and torrential downpours over the years. In 2009 we had our eye on the long range weather forecasts and were ready five days out for an extremely hot day. Enacting our pre-planned ‘extreme heat’ weather contingency, we provided drinking water fountains for the public at intersections along the parade route [with additional toilets as well], an additional 5000 bottles of water for staff and parade participants and installed rest area marquees at intersections to provide ‘cool-zones’ for character costume performers. Conversely, Mother Nature again threw us a challenge in 2010 when it poured with rain all day. Poncho, anyone?

The Results

Each parade saw us manage over 30 suppliers, over 500 staff, and a huge cast of parade participants, including approximately 250 performers, 750 community group participants, 20 celebrities and sports stars, over 350 children, and even some horses. Post event audience surveys proved the parades’ success with most rating the event 4-5 out of 5 on all criteria. As anticipated the parade highlights were always the likes of Santa, Thomas the Tank, Sesame Street, the Wiggles, Star Wars and The Simpsons.
I would just like to take the opportunity to thank you for the opportunity to participate in the Myer Parade last weekend. We had a fantastic time and found the whole process to be smooth and well run. It was a pleasure working with you and to be involved in such a wonderful community event. Serena Eldridge – Sovereign Hill Thanks so much for a successful morning. I hope it looks as good on TV as it did on Burke Street. Please thank all you team on our behalf. Adrian Story – Company Manager, Jersey Boys