Gobble Gobble

The table's set. The food is out and now the turkey is put on the table. The family has gathered to dig in and the TV is on... no it's not the big game that has grabbed everyone's attention. Instead the screen is filled with people, giant sized balloons, floats and the streets of New York City. It's the well known Macy's Thanksgiving Day Parade that has captured everyone's attention. For over 80 years American's have been watching the parade. It has become the kick off of the holiday season.

Every year when the event is upon us you can find advertisements and commercials on TV and in newspapers. Promotional materials can also be found in Macy's stores as well.
http://www.youtube.com/watch?v=s0wwwXKm30U

Because the event has been ongoing for over 80 years now, it is something that the public has come to expect and look forward to. It's not an event that the company needs to work on promoting.

In 2006, Macy's celebrated the 80th year its Thanksgiving Day Parade. Information about the parade could be found all over the internet. For the 80th parade there were a number of appearances from famous celebrities and performers, including Julie Andrews, Chris Brown, Miley Cyrus, Gloria Estefan, Barry Manilow and many more. To celebrate Macy's 80th parade, The History Channel had a float. The float had important times and landmarks of New York's history. Not only was it the first year that the History Channel had a float in the parade, but after taking part of the parade, they also produced a documentary on the parade, called Inside Macy's Thanksgiving Day Parade. The documentary aired November 22 at 7 p.m.
http://goliath.ecnext.com/coms2/gi_0199-5854994/History-in-the-Making-The.html

Macy's does a great job of drawing people to their TV's or to the actual site of the event to watch the parade. Every year about 3 million people go to New York City to watch the parade live and another 50 million watch the parade in the comforts of the home on NBC or Telemundo. Because the event is well known it doesn't need to be changed or promoted any differently. I think the company is doing a great job already and they don't need to change anything.
http://www.nbc.com/Macys_Parade/
http://social.macys.com/parade2009/
http://www1.macys.com/store/marketing.jsp