ACCESS produces the most-viewed televised Thanksgiving Day Parade in Philadelphia!
The team at ACCESS Philadelphia has a long history of helping produce the 6abc Dunkin Donuts Thanksgiving Day Parade – the nation’s oldest and most beloved Thanksgiving Day Parade. An event like this requires much more than booking a few floats or balloons like the ones you see on TV. Challenges put to ACCESS by the event owners included:
– Create one-of-a-kind live television holiday programming.
– Produce a live street parade experience for over half a million spectators in Philadelphia.
– Build viewership by innovative and creative programming.
– Promote client’s brand through strategic marketing and promotional efforts related to the Parade.
To meet the challenge(s), ACCESS team members moved into 6abc studios for eight weeks prior to the annual parade to manage both a full-time and part-time contracted staff and to oversee all elements of the event including, but not limited to, creative content, operations management, sales and marketing, volunteer program, television production, local and national parade talent, artistic direction and choreography, vendor relations and sponsor fulfillment. While the eight weeks leading up to the parade are certainly the most intensive, the magnitude and grand tradition of this event results in a virtually year-round planning process for ACCESS its co-producers. Their sheer passion for producing experiences of this grandeur allows them to deliver an unforgettable 6abc Dunkin Donuts Thanksgiving Parade year after year.
With fierce competition from the airing of the Macy’s Thanksgiving Day Parade in New York City, the team had to continuously work to find the balance between producing an event with familiar and Philadelphia-centric themes that attendees and viewers have come to know and love, while incorporating innovative elements to keep the event fresh and relevant.
Simply put, the event was a huge success with the event coming in as the most-viewed Thanksgiving Day Parade since measurements began in 2006!
“This event is a personal favorite of mine, especially with my treasured family history and memories of attending and volunteering at the Parade. The spirit of Philadelphia is alive and celebrated every November and I am blessed to apart of this time honored tradition.” – Maria DiBenedetto, ACCESS Philadelphia President and Partner