The Background
For more than 57 years, the Three Kings Parade has been one of Miami's most beloved cultural traditions, bringing together thousands of families, community leaders, and local organizations to celebrate Hispanic heritage and the spirit of Three Kings Day.
Pink Grove was brought on to help modernize and elevate the event while honoring its rich history. Working alongside Commissioner Ralph Rosado, our team was tasked with expanding the parade's reach, increasing community engagement, securing high-profile talent, and generating media attention that reflected the significance of one of Miami's most iconic annual celebrations.
Our Approach
Pink Grove led the event's public relations, marketing, talent procurement, creative direction, and overall event execution. From developing promotional strategies and coordinating media outreach to managing event logistics and audience engagement, our goal was to create an experience that honored tradition while introducing new energy and visibility.
One of the event's defining moments was securing Miami-born global superstar Camila Cabello as the parade's Special Honoree. Working closely with city leadership, Pink Grove coordinated her participation in a historic celebration where she was presented with both the Key to the City of Miami and the Key to Miami-Dade County, creating a memorable moment that resonated throughout the community and generated significant media attention.
Pink Grove also introduced the event's first-ever main stage, helping create a more engaging experience for attendees while elevating the overall production and entertainment throughout the celebration.
The Impact
Pink Grove's integrated marketing, public relations, and event strategy helped elevate the Three Kings Parade into one of the city's most talked-about cultural celebrations of the year. Through strategic media outreach, high-profile talent, creative programming, and thoughtful event execution, the celebration earned extensive coverage across television, print, and digital media, significantly increasing its visibility throughout South Florida and beyond.
The parade was featured by NBC, CBS News, WLRN, Miami Herald, WSVN, E!, Telemundo, Univision, People en Español, Miami New Times, and Only in Dade, extending its reach far beyond those in attendance and introducing the event to new audiences across multiple platforms.
By blending tradition with modern storytelling, Pink Grove helped reintroduce the Three Kings Parade to a new generation while reinforcing its legacy as one of Miami's most celebrated annual community events.