Macy's Talks Up Name Change

Share this content:
In conjunction with a previously announced name change of Federated's regional department stores to Macy's, the company yesterday revealed an advertising and marketing campaign to introduce the new entity to consumers.


The names of Bon-Macy's, Burdines-Macy's, Goldsmith's-Macy's, Lazarus-Macy's and Rich's-Macy's officially change to Macy's effective March 6. The company expects that exterior signage on at least two-thirds of the stores will be converted by that time.


March 6 is also the start date for a national marketing and ad campaign to introduce the new national Macy's nameplate. It will include full-page ads in national and local newspapers, TV advertising and direct mailings to Macy's credit card customers.


Debuting simultaneously will be a new Macy's customer loyalty program called Star Rewards. New Macy's credit cards and information about the program will mail to 14 million credit card customers through the second week of March.


Special events to benefit local nonprofit organizations, fireworks displays and mini-Macy's parades are also scheduled in selected cities.


Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters





close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here