In partnership with the Make A Wish Foundation, up to nine UK cities will host a Great Christmas Parade event to kick off the festive season and drive footfall and sales to high streets.
At present the list of cities includes Plymouth, Bristol, Hull, London, Birmingham, Nottingham, Liverpool, Manchester and Newcastle.
Shows and marching bands will perform in between the sponsored floats as part of a 90-minute parade, providing over two miles of entertainment for thousands of spectators. There will be two parade times in each location at 12 midday and 5pm.
Agency Media Circus, which has 12 years of experience with Christmas campaigns and events, will be in charge of the logistics and sponsors of the event.
Leslie Rose, partron of the Make A Wish Foundation, said: "Britain has been in need of a big moment to mark the start of the Christmas period and the arrival of the Great Christmas Parade is just the ticket to bring communities together for a worthy cause."
Martin Blackwell, chief executive of the Association of Town and City Management, added: "There will be huge excitement about the parades, and they are a great opportunity for businesses of all sizes to benefit from the increased footfall that an event like this can create.
"The involvement of local communities will ensure sustainability, and we really hope that this can become a big part of the annual festive calendar throughout the country."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine .