Energizing a holiday tradition with dazzling media results

With more than a million lights, 250 costumed characters and 12 spectacularly lighted floats, TCF^® Holidazzle^® parades make children and adults alike wide-eyed with wonder. The annual tradition, which began in 1992, attracts thousands to downtown Minneapolis between Thanksgiving and Christmas.

During the13th season, organizers decided they needed a fresh media campaign to maintain attendance during the increasingly competitive holiday season. The Minneapolis Downtown Council asked Padilla Speer Beardsley to design a strategy focusing on the parade's new elements, including a mascot, commemorative pins, and free light-rail rides to and from the event. Organizers also wanted to raise awareness about the parade's fourth-year sponsor, Minneapolis-based TCF Bank.

Positioning TCF Holidazzle as the "can't miss" Midwest holiday tradition, our campaign helped draw 100,000 people on opening weekend — a new record. Media coverage of the event increased in Minnesota by 24 percent. National and regional mentions increased 18 percent, including footage on "Good Morning America" and MSNBC's "Lester Holt Live." The added emphasis on the event's sponsor paid off as well: TCF was mentioned in front of "Holidazzle" in an unprecedented 70 percent of news stories.