MRA Takes the Message on Tour
Nov 2, 2007
Mobility Resource Associates likes to do things in a big way. The supplier of mobile event marketing exhibits and services, based in St. Clair Shores, Mich., specializes in highly customized vehicles tailored to their clients' core marketing messages. And when we say big, we mean it: The company's vehicles range all the way up to a 53-footlong, double-expandable semi-trailer.
That behemoth was part of a major undertaking by MRA in 2006 for Macy's Parade-on-Parade traveling road show, which celebrated 80 years of Macy’s Thanksgiving Parades. MRA's exhibit included gigantic inflatable, helium balloons, confetti and a marching band and led to a once-in-a-lifetime chance for people to see trappings from the famous parade up-close.
"It was a very special program because Macy's Thanksgiving Parades are a slice of Americana," said Lynne Strickler, marketing manager at MRA. "Everyone has a memory of watching the parade, but this was a chance for them to get a real hands-on perspective."
From Macy's perspective, the campaign was a hit, too.
The 24-city tour, which climaxed at the Super Bowl in Miami, drew more than 100,000 visitors. About 7,500 groups participated in a green-screen photo opportunity, guaranteeing a large number of Web site hits as well as additional impressions. In fact, Macy's Web site saw a 44 percent increase in traffic during the promotion.
While MRA doesn't just handle large events, the Parade-on-Parade promotion gave the 18-year-old company a great chance to flex its creative muscles.
"The most important thing we do is give prospective customers a chance to experience our clients' products in a very exciting, entertaining and informative way," said Strickler.
This traveling extravaganza to mark the 80th Macy’s Thanksgiving Day Parade involved four tents, eight staff members, 20 volunteers, plenty of activities, and myriad inflatables.
For more information please visitwww.goMRA.com.
