MediaBuyerPlanner: Sponsoring parades can be an effective way of reaching thousands, if not hundreds of thousands, of festivity seekers, and St. Patrick’s Day parades in several markets have begun seeking sponsorships.
Cincinnati’s St. Patrick’s Day parade, for example, hit a snag earlier this year when the city could no longer provide fire and other services without charging, so organizers of the parade have opened it up to sponsorships, writes Media Life. Denver’s parade, one of the largest outside New York, has signed Bellco Credit Union to help pick up costs. The company has launched a media blitz, as well, co-branding with the parade, which usually sees 11,000 marchers and 250,000 people lining the route.
The credit union saw “a dramatic lift in membership, almost 20 percent,” in the three months following last year’s parade, according to Laura Higgins, director of marketing for the Denver-based Bellco Credit Union
There are 117 parades affiliated with SaintPatricksDayParade.com.
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- Mardi Gras Sponsorships Significantly Expanded
- MediaBuys to Handle Search for Mardi Gras Sponsors
- Balloons Mean More than Branding in Macy’s Parade
