BLANCA VEGA
BMO Harris Magnificent Mile Lights Festival Insights Report
The BMO Harris Magnificent Mile Lights Festival is a parade that kicks off the holiday season in Chicago. This family oriented festival draws in tourists and locals alike, visit one of many sponsored attractions. BMO Harris Magnificent Mile Festival works to deepen their usage of social media. Last year, it achieved a record breaking 500 thousand uses of its snapchat filter, along with 17.8 million impressions on Facebook, and overall 919 million media impressions, an influx that drew in new visitors to the festival aiding BMO Harris in their goal to increase attendance. Based on factors that were stressed during our interview, we've identified a desire within BMO Harris to enhance the event in order to attract more millennials without losing the tradition that their reoccurring attendees have grown to love.The managerial decision opportunity (MDO) proposed to guide the marketing research deliverables was What factors does BMO need to adapt to increase awareness and engagement?
Our data collection tools relied on quantitive descriptive design through a Qualtrics survey due to the nature of the festival.