Bell Atlantic and The Lord Group Team Up to Bring Maurice Sendak's Beloved Book to Life on a Grand Scale

Strategic Insights -

Maurice Sendak's classic children's book "Where the Wild Things Are" is celebrating its 35th anniversary, and to commemorate the occasion, Bell Atlantic will sponsor a 66-foot-long Wild Thing balloon in the 72nd annual Macy's Thanksgiving Day Parade. The balloon, created by Manfred Bass and the artists at Macy's Parade Studio, features one of the beloved characters from the book and represents a collaborative effort between Macy's, The Lord Group, Bell Atlantic, and Maurice Sendak. The balloon will be seen by millions of people along the parade route and as part of the nationwide television audience.

Key Takeaways:

  • The 66-foot-long Wild Thing balloon will be a part of the 72nd annual Macy's Thanksgiving Day Parade on November 26.
  • The balloon was created by Manfred Bass and the artists at Macy's Parade Studio, and represents a collaborative effort between Macy's, The Lord Group, Bell Atlantic, and Maurice Sendak.
  • Bell Atlantic will sponsor the balloon in celebration of the book's 35th anniversary and its successful advertising campaign based on the story.
  • The balloon will be seen by millions of people along the parade route and as part of the nationwide television audience.
  • The parade will feature Maurice Sendak's Wild Thing character, which is inspired by King Kong and Sendak's terrifying relatives.
  • TV commercials for a "See a Wild Thing" Sweepstakes are running on NBC affiliate stations in Boston, Philadelphia, and Washington, D.C. to promote the parade and the sweepstakes.
  • The sweepstakes will offer viewers a chance to win a three-day trip for four to New York City, including VIP viewing of the parade.
  • Members of each group, including Macy's, The Lord Group, Bell Atlantic, and Maurice Sendak, spent numerous hours creating and refining the balloon's design.
  • The Wild Thing advertising campaign was created by The Lord Group to communicate Bell Atlantic's message of customer care.
  • The campaign uses the jungle in the Wild Things story as a metaphor for today's complex communications environment.

Statistics:

  • The 66-foot-long Wild Thing balloon is one of the largest balloons to be featured in the Macy's Thanksgiving Day Parade.
  • The parade will be televised nationally on NBC.
  • There will be one lucky family from each of three cities (Boston, Philadelphia, and Washington, D.C.) who will win the top prize of a three-day trip for four to New York City, including VIP viewing of the parade.
  • The sweepstakes will include a promotional 30-second spot airing on NBC affiliate stations.
  • The Wild Thing balloon was created by a team of designers and artists from Macy's Parade Studio.
  • Bell Atlantic companies have 42 million telephone access lines and eight million wireless customers worldwide.

Sources:

  • Bell Atlantic news release, "Bell Atlantic and The Lord Group Team Up to Bring Maurice Sendak's Beloved Book to Life on a Grand Scale," November 4, 1997.
  • The Lord Group news release, "The Lord Group Creates Innovative Marketing Campaign for Bell Atlantic's 'Wild Things' Brand," November 4, 1997.
  • Bell Atlantic website, [www.ba.com](http://www.ba.com).
  • Macy's Parade Studio website, [www.macysparade.com](http://www.macysparade.com).