Coach rolls out Halloween celebrations with Maya Jama

31st October 2019
31st October 2019 Lee Hall

Global fashion house Coach celebrated Halloween with a spooky surprise parade through central London. Led by television and radio star Maya Jama, who hosted as grand marshal, the festive and unexpected event brought together a fun and inspiring cast of performers, and championed Coach’s playful, authentic and inclusive spirit.

Coach brings American optimism to London with a New York-style Halloween parade, led by Maya Jama on October 30, 2019 in London, England. (Photo by David M. Benett/Dave Benett/Getty Images for Coach)

Travelling from Pall Mall to Berkley Square, through to Regent Street and past Coach’s flagship store to Piccadilly Circus, the parade brought the best of New York tradition to the streets of London in an exuberant and bold way. Featuring ten playfully imagined Horse and Carriages—a reference to Coach’s first-ever house code and legacy of leathercraft—the event’s line-up of performers included characters inspired by house’s hometown of New York City and Coach’s fearless mascot, the dinosaur Rexy, brought to life by the Twice Shy Theatre.

Coach brings American optimism to London with a New York-style Halloween parade, led by Maya Jama on October 30, 2019 in London, England. (Photo by David M. Benett/Dave Benett/Getty Images for Coach)

To announce the surprise parade, Coach sent clients exclusive hints via WhatsApp in the weeks leading up to the event, leveraging new social technology that allows brands to communicate one-on-one with customers.

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Lee Hall

Lover of all things FAST. If I am not in the office, you can find me near a track or under a car. I also work with a great people in TrendLife's Editorial team.