Visit Lauderdale’s marketing arm for Greater Fort Lauderdale continues to extend its reach beyond South Florida with its first-time participation in the iconic Rose Parade on New Year’s Day. The parade will commence at 11 a.m. EST in Pasadena, CA, with a live telecast of the 135th Rose Parade on NBC and ABC.
The 2024 Tournament of Roses® has chosen “Celebrating a World of Music: The Universal Language” as its theme, which perfectly aligns with Visit Lauderdale’s “Everyone Under the Sun” branding campaign. The campaign is designed to welcome people from all walks of life, including those from diverse cultures, ethnicities, sexual orientations and disabilities. To showcase Greater Fort Lauderdale as a genuinely inclusive and welcoming destination, Visit Lauderdale will feature a custom-built float during the event. The float’s creative concept will highlight the region’s unique people and places, making it an ideal destination for visitors seeking a genuinely inclusive environment.
The Rose Parade and Rose Bowl Game® in Pasadena have been a global attraction since its establishment in 1890. Every New Year’s Day, the procession of floats showcases exceptional floral displays, marching bands, and equestrian units along a five-and-a-half-mile path down Colorado Boulevard. The parade is anticipated to lure 700,000 onlookers along the streets and almost 22 million viewers across the United States.
“The Rose Parade is a once-in-a-lifetime opportunity for us to bring our beautiful destination to television screens across the world,” Stacy Ritter says, president and CEO of Visit Lauderdale. “It’s a celebratory time of the year and we look forward to amplifying our message of inclusivity and diversity. We plan to use our airtime to really tell our story.”