Farmers Santa Parade is etched on the psyche of Auckland. In 2015 we wanted to demonstrate the value the Farmers Santa Parade brings to the city, build awareness of Farmers as naming rights sponsor and engage Auckland families in the excitement of the parade.

We set about identifying the quirky and engaging stories behind and as part of the parade and pitching them in advance to targeted media on the basis of audience interest. We also hosted media on the day of the parade.

Excellent pre- and post-event coverage was achieved with a return of 45:1 across TV news, current affairs and children’s shows as well as print, radio and online media.