The Macy’s Thanksgiving Day Parade has been a holiday staple for nearly 100 years, and its advertising — both for the department store and the brands that walk in it or fly above it — is heavily used by businesses nationwide.

With nearly 30 million viewers per year, the show continually attracts physical spectators and television viewers, making it an ideal opportunity to build relationships with consumers.

In 1924, Macy’s launched its inaugural parade in honor of the grand opening of its downtown New York department store. Since then, it has become the most recognizable event of Thanksgiving with performers leading the way for the anticipated entrance of Santa Claus.

In every parade since 1927, performances have been accompanied by fan-favorite balloons, such as McDonald’s mascot Ronald McDonald, Pokémon’s Pikachu and Sinclair’s Dino, all of which have appeared in more than 20 parades each.

Other recognizable brands that have floated along the city’s skyline include Smokey the Bear, who debuted in 1966, Spider-Man in 1987, SpongeBob SquarePants in 2004, The Pillsbury Doughboy in 2009 , Kung Fu Panda’s Po and Diary of a Wimpy Kid in 2009. 2010, Elf on the Shelf in 2012, Dragon Ball’s Goku in 2018 and Stuart the Minion and Bluey in 2022.

In 2024, the parade will continue its new balloon sequence with the premieres of Disney’s Minnie Mouse and Marshall from Paw Patrol.

Even despite changing trends, the parade continues to maintain its beloved traditions. The Rockettes, Tom Turkey and Snoopy still take center stage as the longest-running attractions.

With so much consistency, how can companies maximize the runway show’s huge PR opportunity for their brands?

The annual fashion show provides the perfect time to establish or strengthen awareness for brands looking to define their own identity, expand celebrity partnerships, or leverage opportune events such as a product launch or milestone. the company.

It can be difficult to successfully position a national or global brand, but the runway provides a valuable resource for many businesses hoping to reinvent themselves. A recent example can be seen with Peacock, the streaming service that debuted on parade in 2021.

Launched in 2020, NBCUniversal’s Peacock has become a competitor to many established streaming services. A year later, the emerging supplier joined the parade to publicize its offering on a float titled “Birds of a feather flow together.”

The Macy’s Thanksgiving Day Parade has hosted celebrities since the 1930s, but in recent years, brands have begun seeking celebrity partnerships through non-traditional avenues such as content creators and micro-influencers.

In 2022, Green Giant has partnered with Tariq the “Corn Kid” who went viral on TikTok after sharing his enthusiastic love for corn. As a leading vegetable grower, collaborating with a child who loves their vegetables is a perfect match.

@kornboyofficial Many thanks to Green Giant for this Thanksgiving experience. Thanks to @m_steezy for capturing this video of me on the tank #macythanksgivingparade #greengiant ♬ It’s Corn – Tariq & The Gregory Brothers & Recess Therapy

At the next parade, Tom Turkey will be joined by Charli D’Amelioa TikTok influencer with over 155 million followers. Celebrities like Jennifer Hudson, Dasha and T-Pain will also make their Macy’s Thanksgiving Day Parade debut, along with frequent participants Idina Menzel and Jimmy Fallon.

For public relations professionals, timing can make or break a forward-looking strategy. The show is positioned at a dynamic time of year that can introduce campaigns designed for the holiday season.

In 2023, Cher performed the first single from her new holiday album, Christmasas part of the grand finale of the parade. Viewers across the country who heard the catchy song “DJ Play a Christmas Song” propelled it to several charts, including the Billboard Hot 100.

@cherhq POV: Best view ever! #djplayachristmassong #Dear #cherchristmas #Christmas #macysparade #macysthanksgivingdayparade #vacation ♬ DJ plays a Christmas song – Cher

As media trends evolve, so will the annual Macy’s parade to adapt to new themes such as social responsibility and strategic storytelling. Whether through environmentalism or philanthropy, the parade provides a great opportunity for businesses to showcase the work being done internally and externally.

Storytelling will continue to be an important aspect for parade participants, as each float shares its own unique narrative with spectators. With the parade’s 100th anniversary in 2026, nostalgia will certainly surround the spectacle.

Capitalizing on this sentiment will be key for brands, especially long-standing sponsors, to strategically tell their own story.

Overall, the Macy’s Thanksgiving Day Parade is an iconic event for the nation’s communicators. It has always set the tone for high-quality public relations and will continue to provide opportunities for cutting-edge solutions for the next hundred years and beyond.

Ryan Hess is an undergraduate student and PRSSA president at Texas Tech University.