Brand promo windows open at Farmers Santa Parade

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A new opportunity for brand and sponsorship managers to directly access a large pool of household shoppers and their families ahead of Christmas this year, in a positive feelgood environment at a high-profile family event, has arisen with the 84th Farmers Santa Parade on Sunday 26 November.

This chance to be seen by tens of thousands of excited children and adults comes but once a year, culminating in a massive afternoon of over 33 fantasy floats, 200 parade entries, 4000 volunteers.

The Farmers Santa Parade has been an iconic event since 1934, with Aucklanders packing the parade route each year.

Promotional Opps
“This event is a unique method of generating cost-effective corporate exposure, brand and product association while supporting the local Auckland community and bringing Christmas cheer to thousands of potential clients and customers,” says Pam Glaser of event management outfit Crackerjack Promotions, which has been contracted since 1991 to deliver the Farmers Santa Parade.

“It remains a hugely iconic event for the region’s families – even after working on the parade for the past 30 years,” Glaser said.

“Benefits to sponsors include brand activation and sampling, allowing a captivated audience to touch, feel, engage and experience sponsors brands.

“It still creates excitement, fun and joy for thousands of spectators every year. The sponsorship and brand opportunities in the Premium Package includes a VIP grandstand ticket, and an exclusive ratecard/media package to use at any time, for any part of the business for activation, allowing for in-depth experiential brand experience and promotion.”

Sponsorship marketing opportunities available include sponsor promotions and competitions across all media channels; networking and promotion at the Santa Parade launch event; promotions to the Santa Parade volunteers; as well as networking and promotions to other sponsors.


Farmers Santa Parade: Sunday 26 November
Rain date: Sunday 3 December
Pre-parade: 12 noon-1pm
Parade: 1.30pm-2.30pm
Santa’s Party: 2:30pm-5pm


Farmers have their own in-house advertising agency. Spark PHD are their media agency. For sponsorship packages, contact Pam Glaser (details below)

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