Federated Department Stores Inc. Sept. 6 announced a national advertising and marketing campaign in anticipation of more than 400 stores converting to the Macy’s nameplate this Saturday.
The stores being converted were acquired when Federated bought May Company last year and include a few locally revered names such as Marshall Field’s in Chicago and Filene’s in Boston.
Federated, Cincinnati, designed the campaign to introduce the Macy’s name to new shoppers with a message about fashion and affordable luxury and is treating it as a chance to relaunch the Macy’s name. This will be the first time that Macy’s has had a national presence.
The campaign hits many of the major consumer touch points — television, print, radio, mail, Internet and in-store — with a well-financed, integrated effort.
Direct mail includes a 54-page Macy’s magalog being sent to the homes of 3.8 million customers in markets that are new to Macy’s. The magalog is also available at Macy’s online. Broadcast commercials begin airing today and feature a re-recording of the Motown classic hit “Dancing in the Streets.”
Advertising in support of the campaign also will appear on the Internet, cable TV, radio, outdoor boards and in local newspapers and national magazines.
In-store activities will include block parties and shopping parties, many with “Dancing in the Streets” themes, a traveling events caravan called “Parade on Parade” and a Macy’s electronic gift card giveaway at all 800-plus Macy’s stores on Sept. 9.