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Inspired Thinking Group partner with NBC to deliver Macy’s Thanksgiving Day parade for record TV audience

Jan 19, 2024

Inspired Thinking Group once again partnered with NBC to deliver the iconic Macy’s Thanksgiving Day parade in New York City, to a record-breaking TV audience across the US.

Ken Madsen, Chief Marketing Technologist at ITG, has worked with NBC for the past 15 years and his team play a crucial consulting role between the broadcaster and C2 Imaging, a leading supplier of graphic solutions, helping to bring this annual event to life in front of Macy’s world-famous 34th Street store.

C2 Imaging produced all of the graphics for the 144’ by 42’ centrepiece artwork, requiring over 12,000 square feet of materials in total, with ITG overseeing a smooth installation which took just six hours, four days in advance of the event.

This included managing the use of heat throwers to ensure seamless application of the graphics, as well as quality control and monitoring of the artwork after installation had been completed to ensure the high quality expected by NBC for the live broadcast.

The 97th edition of the Macy’s Thanksgiving Day parade attracted 28.5 million television viewers – a record audience for the event and up six per cent compared to 2022 – and featured live performances from Cher and Jon Batiste, as well as 26 floats, 12 marching bands, nine performance groups, and over 5,000 volunteers.

“The Macy’s Thanksgiving Day Parade is one of the statement events of the year and a key date in our calendar. Our close relationship with both NBC and C2 Imaging helps us ensure that installation of the artwork on 34th Street runs as smoothly as possible, and it’s incredible to know that our work was seen by a record-breaking television audience this year.”
Ken Madsen, Chief Marketing Technologist, ITG

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