Media Circus is currently seeking brands to activate at the parades. Inspired by Macy’s Holiday Parade in the US, the events will act as a kick-off to the Christmas shopping season and take place between November and December.
Calvin Ewing, head of entertainment at the agency, told Event: "We haven’t finalised any sponsorsyet, but we’ve received a lot of interest, in particular from film and TV companies. We’d like to get 15 brands on board in the first year."
The highlight of the Great Christmas Parade events will be a huge carnival procession that will take place in the morning and again in the evening for a night-time, lit-up illusion. "Each sponsor will be offered a ‘balloonicle’ float – a vehicle slightly bigger than a double-decker bus, surrounded by an inflated shape," Ewing explains. "This can be branded and moulded to any shape."
He added that brands and retailers will be invited to create brand experiences throughout the day, while each sponsor will also receive an event microsite to push the activation on social and online. Media Circus has also partnered with children's charity Make-a-Wish to raise funds at all eight events.
"During a road closure, people are often a lot more relaxed and it attracts higher footfall, so we think it’s a great opportunity for local councils, sponsors, retailers and shoppers," Ewing said. "For us, it’s about owning a bit of Christmas."
Media Circus Entertainment also confirmed its Regent Street Summer Streets road-closure events, organised in conjunction with the Regent Street Association, will return for 2015. The agency is currently reviewing sponsors for the summer shopping events, following last year’s successful partnership with Magnum.
The Great Christmas Parade will visit:
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