Sēd Communications Wins North American Sabre Award for Saving NYC's Iconic Halloween Dog Parade

Sēd Communications has been honored with a prestigious North American Sabre Award for their exceptional work in experiential marketing. The agency was recognized for their collaboration with Get Joy & Co., a dog wellness brand, in saving New York City's beloved Tompkins Square Halloween Dog Parade.

The 33rd annual parade was initially canceled due to permitting challenges and rising costs, but Get Joy stepped in as the title sponsor just two weeks before the event. In partnership with Friends of the First Run, the fundraising group that manages the Tompkins Square Park Dog Run community canine park, Get Joy and Sēd Communications worked tirelessly to deliver the biggest dog parade in NYC history.

Despite the short timeline and numerous obstacles, the team's determination and creative problem-solving skills allowed them to secure the necessary permits, develop a robust communications plan, and execute a flawless event. The parade closed city streets for the first time, drawing 15,000 human attendees and hundreds of adorable costumed dogs.

Get Joy's signature-green VW van led the procession down the avenue, while employees and volunteers handed out green sunglasses and dog treats. The company's founder and CEO, Tom Arrix, also served as a member of the costume contest judging panel, selecting winners in categories like Best in Show, People's Choice, and Most Creative.

Loretta Markovics, Sēd Communications' founder, expressed gratitude for the recognition and praised Get Joy & Co. as an exceptional client partner. Sed’s success in facilitating this iconic event highlights their expertise in experiential marketing and their commitment to creating joy-filled experiences for communities. As Arrix stated, "If you believe in something way bigger than yourself, and in this case way bigger than our company—we really wanted to bring joy to those in New York City—anything's possible."

The SABRE Awards, presented by PRovoke Media, recognize campaigns that demonstrate the highest levels of strategic planning, creativity, and business results. Winning a SABRE Award is a testament to an agency's ability to deliver well-planned, executed, and effective campaigns that achieve measurable business impact.