12/21/09

Christmas in the city: the moving Christmas displays

It was 52 Christmases ago when a small department store located along Rizal Avenue in Manila thought of a creative gimmick to entice prospective shoppers to go to their store.

Without much funds to do advertisements on print and radio, Alex Rosario thought of putting up a belly dancer plaster doll which was fitted to the motor of an electric fan to make it move. It became a hit for his department store known as Manila C.O.D.

Who would have thought that this simple marketing strategy would be the beginning of what would become a well-loved Christmas tradition? Who would have foreseen that it would soon evolve into a tradition that has found its way to become a staple of Christmas in the city, a spectacle which has meant more to generations beyond what supposed to be Christmastime advertising? Continue reading