The retail giant with the bright red star is paying tribute to the land of the free and the home of the brave with Macy’s “American Icons,” a campaign highlighting the people, places, and things America holds dear.
“We believe that ‘American Icons’ will resonate with all Macy’s customers, and we have curated merchandise, created events, and produced content that we think will appeal to a broad cross-section,” says Holly Thomas, Macy’s VP of media relations and cause marketing.
In addition to the campaign featuring an array of American brands—including Ralph Lauren, Calvin Klein, MICHAEL Michael Kors, and Tommy Hilfiger—Macy’s is hosting a slew of events celebrating America’s favorite pastimes. For example, the retailer will be showing movie screenings on 20 store exteriors and at 10 local drive-ins for Macy’s Great American Drive-In, as well as distributing baseball tickets in-store and hosting game-day promotions at 10 Major League and 35 Minor League baseball games for Macy’s Day at the Ballpark.
Thomas says the campaign features a philanthropic element, as well. Macy’s is teaming up with Got Your 6, a campaign that connects the entertainment industry to veteran-centered nonprofits, in attempt to raise $3 million for more than 30 nonprofits that are part of the Got Your 6 alliance. According to Thomas, from May 12 to June 9, customers will have the opportunity to buy a $3 pass, allowing them to redeem a shopping offer, or a $6 pass that also comes with a Got Your 6 pin. All proceeds go to Got Your 6.
“In the military, the term ‘Got Your Six’ means I’ve got your back,” Thomas says. “This new initiative, [which] launched last year, aims to change the conversation around American veterans—to one of empowerment and leadership at home.”
To spread word about the campaign, Macy’s is using direct mail, TV, digital advertising, social, and in-store visuals, Thomas says. In addition, Macy’s is inviting customers to upload videos portraying their love for America to the campaign’s microsite for the chance for their video to be featured in a 30-second TV spot.
“Our crowd-sourced ‘American Icons’ commercial will depict the people, places, and things we love about America, helping bring the campaign to life through the eyes—and lens—of our customers,” Thomas says. “This commercial spot provides a platform for customers to engage with our campaign in a new way, allowing them to help drive the marketing narrative for our program.”