Parade Advertising and Sponsorships

The Rose Bowl and Macy’s parades thrive on sponsorships and advertising, but New Orleans carnival krewes still say "don’t advertise on my parade."

Actually, the city government long ago turned the krewes’ old tradition against ads into a legal ban against advertising in carnival parades. The krewes, or carnival clubs, are non-profit organizations that pride themselves on conducting what they call "the greatest free show on earth."

They finance the parades, including floats, costumes and millions of dollars worth of souvenir throws with membership dues, assessments and fund raisers. Though the costs of individual parades can run into hundreds of thousands, and in some cases millions of dollars, the 27 New Orleans parades accept no advertising.

It is simply a tradition that goes back to the 19^th Century and is guarded carefully to avoid the commercialization of carnival. The ban even applies to the millions of souvenirs that the krewes throw to the crowds. The city parades stand out as a commercial-free island in an ocean of advertising.

The anti-commercial tradition is not as strong in the suburbs. Outside the city, the krewes and their parades are younger. Some struggle harder to make ends meet.

The advertising issue is a recurring one in the city and the suburbs, especially in troubled economic times. Three of the 55 parades scheduled in the Greater New Orleans area for 2009 were cancelled.

Some promoters visualize bigger, more expensive floats financed by advertising. But the city and its krewes have maintained the ad ban at least through the 2009 carnival season.

The 2009-10 economy could provide another severe test of the tradition.

Reference: "Mardi Gras Guide," 33rd Annual Edition 2009, Copyright Arthur Hardy Enterprises Inc.

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