novant health thanksgiving day parade charlotte center city partners 2015 ida award submission
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Novant Health Thanksgiving Day ParadeCharlotte Center City Partners
2015 IDA Award Submission
Lonely Planet’s 2014
list of America’s
best Thanksgiving
Day Parades.
The Thanksgiving Day Parade has been a holiday tradition in Charlotte, N.C. since 1947. For almost seven decades, hundreds of thousands of participants, volunteers, sponsors, families, and friends from across the region have cherished this event as a part of their Thanksgiving Day traditions. In August 2013, the tradition almost ended when the Carolina’s Carousel Parade could not find a title sponsor. With the help of Charlotte Center City Partners, the parade had a new sponsor and a new name:
Novant Health Thanksgiving Day Parade. More than 2,500 people representing approximately 120
organizations participated in the parade. High school and community marching bands performed along side new larger-than-life floats, snow globes, and our patent pending inflatable “Segwalloons”; a unique balloon design wrapped around a Segway.
*
HISTORY
“ We continue to
aspire to be one of
the best parades
in the country. By
continuing to add
new floats, large
balloons and
floats, and live
performances, this
parade will be the
crown of the
southeast” - Robert Krumbine
Chief Creative Officer &
Senior Vice President of Events
EVENT DETAILS
Annual free event in a prominent Uptown location
Front-row seating tickets were available for purchase throughout November, over 400 seat were sold
Adults and children of all ages
Nearly 500 volunteers participated in 2014
Broadcast in more than 1.5 million homes on WBTV on Thanksgiving Day and Christmas Day
6 Rating, Highest Rating
ESTIMATED ATTENDANCE
• More than 100,000
• 55% of attendees come from Mecklenburg County
• 34% from surrounding counties and 11% from out of state or other counties
TARGET MARKET
• Residents of Charlotte, NC, Mecklenburg County & surrounding region
ECONOMIC IMPACT
• Generates over $1 million in spending that contributes to the local economy
• Out of town visitor provide the hospitality sector with business during a traditionally slow week for hotels
CHARLOTTE DETAILS
More than 11 million annual visitors from a diverse regional audience
Fastest growing city in the U.S.
FAST FACTS*
2014 PARADE HIGHLIGHTS
https://youtu.be/U2OxEO6AYqo
• A new song was written specially for the Novant Health Thanksgiving Day Parade by composer Rob Pottorf:
“Celebrate the Season”
MARKETING
CCCP MEDIA:
8 Tryon street kiosk posters
6 Tryon street news rack
banners
54 Tryon street light pole
banners
39 Tryon street calendars
2 Overstreet banners
Orange barrel digital media
PAID MEDIA:
CBS Radio (Christmas K): 1,608,960
impressions
Charlotte Magazine: 116,000 impressions
Observer Insert: 216,000 impressions
CharlotteObserver.com: 255,718 impressions
Observer Bonus Ads: 446,000 impressions
Coffee News: 45,600 impressions
Radio Disney
WBT Link: 763,000 impressions
WFAE Radio
Where Magazine: 280,000 impressions
Total paid media impressions:
3,731,278
Charlotte Center City Partners conducted and extensive marketing campaign featuring print, radio, television, web, social media, billboards, co-op advertising and earned media.
FYC MEDIA:
FYC Newsletter: 72,000 impressions
FYC Calendars: 11,700,000 impressions
Tryon Street Kiosk Posters
Tryon Street Pole Banners
PRINT MEDIA:
Charlotte Magazine
Holiday Home Tour Ad
My School Rocks
Observer Insert
Where MagazineSOCIAL MEDIA:
Facebook page
Twitter page
Total paid media impressions:
3,731,278
MARKETING
EARNED MEDIA:AOL Travel
Associated Press
Charlotte Observer
Charlotte Parent
CBS Radio (Christmas K)
Disney 411 blog
FOX46 Carolinas
Gaston Gazette
Lincoln Times–News
Lake Wylie Pilot
Lonely Planet
MSN Travel
News & Observer
News 14 Carolina
Q-City Metro
The Queen City Buzz
The State
Time Warner Cable
WBT Radio
WBTV
WCCB, Wilson’s World
WCNC
WFAE
WSOC
Total Impressions:
142,706,578
MEDIA
Over 100,000 Charlotteans attended the parade on Thanksgiving Day
Broadcast in over 1.5 million homes on WBTV This does not include the viewers who watched the
parade as it re-aired on Christmas Day as well as those who watched the program on Time Warner Cable on Demand during the month of December.
6 rating—the highest rating
TELEVISION COVERAGE
Novant Health branding extended into schools’ legacy:
NOVANT BRANDING
MARCHING BAND COMPETITION:
1st Place: North Lincoln High School
2nd Place: East Burke High School
3rd Place: Fort Mill High School
Over $10,000 in prizes
2014 Band Trophy:
Investment in a full-scale float or snow globe allows brands to come alive in creative ways that can only be experienced within the magic of the Novant Health Thanksgiving Day parade. The theme, characters, audience contact and the story that each unique float represents create a lasting impact for audiences, boosting brand affinity and differentiation.
PNG Float
Custom Inflatables
CONCEPTS COME TO LIFE
NEW FEATURES
Patent pending “one of a kind.”
The 2014 Parade introduced
three new Segwalloons to the
military portion of the parade.
Segwalloons are unique to
Charlotte and were created
specifically for the Novant
Health Thanksgiving Day
Parade
Segwalloons provide a
distinctive
opportunity for sponsors whose
goals include brand interaction among a wide variety of
audiences.
Along with the three new
Segwalloons, some new
features include the tricycle
and new flooring for the
performance stages. We also introduced our new Queen Charlotte Mascot.
SPONSORS
Supporting Sponsors: Arts & Science Council, Charlotte Knights
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