Santa Claus Parade
Toronto Santa
Claus Parade

Simple

Re-design the Santa Claus Parade website. Make it user friendly and help promote sponsorship of the parade and volunteering.

Surprising

The parade is all about memories, but we also wanted it to be relevant today. So, we rebranded Santa for the 21st century with a new site, out-of-home posters, online media, iPhone app, and brand guidelines that extended out to all sponsors including TV promos.

Success

Pretty awesome!
155,646 unique site visitors (Nov. 1-30)
52,604 unique site visitors on parade day (Nov. 21)
2,877 memories captured on the website and Twitter
15,952 unique visitors accessed the site via mobile
14,140 iPhone app downloads (#16 in Top Free Apps, #2 in Great Canadian Apps in Apple App Store)

READ THE BLOG POST

CAMPAIGN ELEMENTS

WEBSITE

From favourite floats to warm cups of cocoa at Christie Pits, Parade memories are the heart of the new campaign. Dashboard worked to leverage and extend the magic of the Parade. Everyone has their favourite memory and now they have the chance for their tale to be told. With a multitude of channels, Torontonians came together to share, reconnect and get psyched for the big day.

We started by giving the Parade its own unique brand identity. Inspired by illustrated maps found in theme parks we created a whimsical look with a wintery colour palette, a playful typeface and cute illustrations to mark the special places in Toronto.

With the look established, we created the campaign centered around gathering and sharing memories. Through print and transit advertising, Torontonians were asked to share their favourite memory either on the Website or via Twitter with #TOSanta. The goal: create an interactive bank brimming with Parade day stories.

The Toronto Santa Claus Parade Campaign Image