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The 'National' Days: An Advertising Invention?
By: Dwayne W. Waite Jr.
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We hear about Teacher's Appreciation Week, National Running Day, National Hot Dog Day, and even the exciting National Doughnut Day.

In June alone, there's National Trails Day, National Chocolate Ice Cream, and National Cancer Survivor's Day.

There's National Red Rose Day, and National Rosé Day; though it still might be a good day if you mix those up, be mindful of what the day is really asking for.

We make fun of the bigger holidays, like Valentine's day, and call them "Hallmark Holidays" because companies like Hallmark make a serious buffer to their bottom line in a very short timespan.

Why not pose the question: Is AdLand behind all of these occasions?

It's possible. For example, our source indicates that National Running Day has been pioneered and advocated for by running organizations since 2009. Why is it the first Wednesday in June? Could be several reasons. It's easier to convince people to be active midway through the week than any other, and by June, the majority of the major running hubs in the U.S. are experiencing pleasant enough temperatures to convince people to go out for a run.

Plus, let's face it. The beginning of summer has great deals for running gear and merchandise. Running groups can sell their "Couch to 5K" programs and start people slow in June, and give them a goal of running a race in September. Now looking at it, is the rise of 5K races during Labor Day weekend a coincidence? 

It is possibly is; or just great planning.

Either way, if AdLand isn't responsible for the rise of "unofficial" national holidays, our industry should seriously consider cozying up to those who are. People love events, and they love showing that they are a part of something with other people. Tying our brands and advertising to these holidays is not just an easy way to get our brand known; it provides an experience that people can tie our brand with and associate.

Not a bad gig at all. 

By the way, there isn't a "National Advertising Day"...yet.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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