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42) Best Sponsor Partner America's Thanksgiving Parade® Presented

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42) Best Sponsor Partner America's Thanksgiving Parade® Presented 42) Best Sponsor Partner a.) Introduc5on of Main Event: America’s Thanksgiving Parade® presented by Art Van Since 1924, America’s Thanksgiving Parade® presented by Art Van has dazzled the residents of the Detroit region and across the country. As a unique and eagerly anticipated holiday tradition, it unites families throughout our community and the nation in a celebration of family spirit and storybook wonder. With soaring balloons, enchanting floats, boisterous bands and playful clowns, The Parade personifies the joy and magic of the holiday season. The Michigan Thanksgiving Parade Foundation was founded in 1982 for the purpose of staging and perpetuating America’s Thanksgiving Parade® presented by Art Van. It is governed by a Board of Directors consisting of key civic and corporate leaders representing the primary industrial, retail, automotive and institutional organizations that define the greater Detroit community. Their active involvement ensures that The Parade remains a vital part of metro Detroit’s cultural community. America’s Thanksgiving Parade® presented by Art Van has become one of the most visible symbols of the best our City has to offer, providing families heartwarming moments of holiday spirit and family fun. One of the greatest and most unique aspects of The Parade is that the event supersedes all gender, ethnic and racial distinctions. The Parade invites all people, throughout the U.S., to enjoy the fantasy and spectacle of The Parade. For one magical morning, our community unites together to celebrate the joy of the holiday season. Although there are many Parades and holiday celebrations across the country, America’s Thanksgiving Parade® presented by Art Van has the unique ability to unite our community across all boundaries, regardless of gender, ethnicity, race or socio-economic level for a morning of holiday magic and memorable fun. The media reach of The Parade is significant. It is estimated America's Thanksgiving Parade® presented by Art Van received an unprecedented $10.6 million in publicity and promoUonal value with nearly 180 million impressions overall. The Parade received incredible exposure throughout the WDIV-TV broadcast receiving a household rang of 21.7 and share of 35. The Parade is also naonally syndicated. The naonal syndicaon broadcast conUnued to grow and gain momentum in 2016. Approximately 174 major ciUes across the country could view this year's Parade, which means that it had the potenUal to reach more than 84+ million households representing 66% of households in the United States. The Parade is also available worldwide by the live stream provided by WDIV-TV, Local 4 and www.clickondetroit.com. The Parade Company is also home to thousands of metro Detroit volunteers! Without our dedicated corps of volunteers, we would not be able to produce the caliber of event that we do for our community’s enjoyment and cultural enrichment. Nearly 5,000 people join on Thanksgiving morning to help put together a morning of magic. During the year, our volunteers donate approximately 35,000 hours of service time to The Parade Company. The Parade Company also provide volunteer management services for many organizations throughout the City, including the Detroit Belle Isle Grand Prix and Detroit River Days! b.) Name of Sponsor: CBS Radio c.) Description of sponsor; level of sponsorship (cash/in-kind; details of benefit package and length of sponsorship/partnership CBS Radio is one of the largest major-market broadcast media operators in the United States and the undisputed leader in news and sports radio. Producing original audio and video content, live events and exclusive programming broadcast via on-air, online and mobile platforms, CBS Radio reaches more than 72 million consumers nationwide each week. As a part of CBS Corporation, the division owns 117 radio stations in 26 markets – including all of the top 10 as ranked by Nielsen Audio – as well as an extensive array of digital assets. CBS Radio distributes its programming via AM, FM and HD Radio stations, Radio.com and CBS Local Digital Media apps, making engaging with audiences easier than ever before. CBS Radio Detroit includes the following FM radio stations: WOMC, WYCD, WXYT, WDZH 98.7 AMP. Our arrangement is specifically with CBS’ FM radio stations because we have an exclusive AM radio partner arrangement with another station. CBS Radio provides cash and in-kind sponsorship support in the form of talent for Hob Nobble Gobble® presented by Ford, talent for Ford Fireworks Rooftop Party, live broadcast for America’s Thanksgiving Parade presented by Art Van and promotional support throughout the year for The Parade Company and associated events. Benefits package includes: • Float sponsorship • Float signage and banner visibility in The Parade • Inclusion in the WDIV telecast of The Parade • Superscript of the corporate identity within the WDIV telecast • Opportunity to provide bullet points to be included in the broadcast script • Grandstand tickets to view The Parade • Supporting Sponsorship of Hob Nobble Gobble® presented by Ford • Inclusion on the Hob Nobble Gobble® invitation • Presenting Sponsorship recognition of the headline talent at Hob Nobble Gobble® presented by Ford • Tickets to attend Hob Nobble Gobble® presented by Ford • Tickets to attend Ford Fireworks Rooftop Party CBS Radio has been a partner of The Parade Company for 10 years. d.) Quantity and quality of support to event by sponsor CBS Radio is an exceptional partner of The Parade Company. New this year, one of their radio stations, 104.3 WOMC took on the task of providing “play-by-play” coverage of The Parade! This included extensive engineering support along with on-air talent. Additionally, 104.3 WOMC offered live interviews for many of our sponsor partners on Thanksgiving morning. CBS Radio provides promotional support across all Parade Company events and are a significant marketing partner. Specifically, for the 2016 program year, CBS Radio provided a total of $363,500 in promotional value including: • 563 promotional mentions across CBS Radio stations: WWJ, WOMC, WYCD, WXYT, WDZH 98.7 AMP • Major promotional support from WOMC with on-air giveaways • Digital video tour with WOMC personalities • WOMC CBS Radio 2-hour LIVE PARADE BROADCAST featuring Art Van • WOMC featuring America’s Thanksgiving Parade® presented by Art Van across all social media platforms and website • CBS Radio stations featuring America’s Thanksgiving Parade® presented by Art Van on all websites, on-air giveaways e.) Goals and success of relationship for both event and sponsor The goals of the partnership with CBS Radio include: • Generate recognition for designated Parade Company events and activities. This goal was reached as the promotional spots helped to generate revenue through for our Parade Studio Tour Program, Grandstand Sales and Strategic Staffing Solutions Turkey Trot. • Offer expanded recognition for our sponsor partners. 104.3 WOMC hosted on-air interviews on Thanksgiving morning. The majority of these interviews featured our sponsor partners. Additionally, several of our sponsors received visibility on our promotional spots and PSAs. • Create excitement and interest in the community in support of The Parade. On-air ticket giveaways created enthusiasm in the community for America’s Thanksgiving Parade® presented by Art Van. CBS Radio considers the relationship a success as they are able to closely align themselves with one of the leading civic events in Detroit. CBS Radio is so pleased with their participation with The Parade Company that in 2016 they renewed their support with a new three-year commitment. f.) How the sponsor stands out over all other sponsors CBS Radio is always the first to ask how they can help. When registrations for our annual Strategic Staffing Solutions Turkey Trot were trending low, CBS Radio offered to run promotional spots and talk about the event on-air to help boost registrations. A significant part of their sponsorship is providing the headline entertainment for our annual Hob Nobble Gobble® presented by Ford fundraising event. Each year they go above and beyond to select and secure the hottest talent that will promote ticket sales. Examples of past entertainment provided include Jason DeRulo and Flo Rida. g.) Activation of Sponsorship by Sponsor CBS Radio activates their sponsorship with The Parade Company on various platforms including promotional spots, on-air support, web site inclusion, on-air giveaways, customized online content and social media engagement. CBS Radio further activates their sponsorship by recruiting their advertisers to receive recognition alongside their float in The Parade. This creates the opportunity for CBS Radio to generate revenue and create goodwill amongst their top advertisers. .
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