Macy’s breaks its first national ads and a slate of local events as 400 regional department stores convert to the Macy’s name this weekend.
The blitz supports Macy’s long-anticipated conversion to a national chain as parent Federated Department Stores changes the nameplates on stores it acquired in its August 2005 purchase of May Department Stores Co. (PROMO Xtra, Aug. 3, 2005).
Broadcast TV breaks today with a new rendition of the Motown hit “Dancing in the Streets.” Advertising includes newspaper, print, radio, outdoor and online ads as well as national broadcast and cable TV. JWT and Starcom, both Chicago, handle advertising creative and media-buying, respectively.
Macy’s also will send a 54-page magazine/catalog to 3.8 million households in markets where Macy’s is new; those consumers have been heavy shoppers at the regional department stores now adopting the Macy’s name.
All of Macy’s 800 stores will give away $10 gift cards to the first 500 to 1,000 shoppers (depending on store size) on Sept. 9, with some $1,000 gift cards in the mix. An event tour touting Macy’s historic Thanksgiving Day Parade kicks off on Sept. 9 in Chicago and travels to 20 cities before wrapping up the tour Nov. 22 in New York City. The “Parade on Parade” tour offers parade-themed family entertainment on stops next to Macy’s stores. The in-house special events division of Macy’s East, which handle the annual parade itself, will manage the tour in coordination with Macy’s seven division marketing groups.
Macy’s also will host a national cause-marketing push, Shop for a Cause Day, on Sept. 16. Local non-profits will sell $5 “donation tickets” that carry a one-day discount for shoppers; non-profits keep proceeds from the tickets they sell. A portion of Macy’s sales accompanied by the discount tickets will be earmarked for the American Heart Association’s national Go Red for Women program, which Macy’s has supported since its February 2004 inception. Macy’s will run in-store entertainment throughout the day. TV spots starring actress Susan Sarandon support; Spanish-language spots feature actress Zoe Saldana.
Local promotional events this weekend include block parties and shopping parties in seven top markets, including Boston, Chicago, Denver and Minneapolis, as well as ribbon-cutting ceremonies on Sept. 9 at all 400 converted stores. Macy’s division marketing groups handle Shop for a Day and local promotions.
“Expanding Macy’s presence nationwide presents a once-in-a-lifetime opportunity to introduce our brand to new shoppers with a compelling message about fashion and affordable luxury,” said Anne MacDonald, president of Macy’s Corporate Marketing and CMO, in a statement.
The campaign is a significant undertaking for MacDonald, who joined Macy’s in February (PROMO Xtra, Feb. 23, 2006).
Network
