Massive Marketing for May-to-Macy’s Remakes

NEW YORK – Federated Department Stores said Wednesday that the “robust” advertising and marketing campaign set to usher in the re-launch of former May Department Stores units as Macy’s stores will be the largest in its history.

More than 400 stores across the U.S. will open as Macy’s units on Saturday, and, among a host of other activities, the conversions will be marked by a national advertising campaign touching on broadcast and cable television, local newspapers, local and national magazines, radio, out-of-home media and online advertising. The “Way to Shop” slogan will be featured throughout. A 54-page Macy’s magalog is being sent to the homes of 3.8 million top customers in markets new to the Macy’s brand.

Broadcast ads featuring a remake of the Motown hit “Dancing in the Streets,” as well as a Spanish version of the classic, begin airing on Thursday.

From the upcoming Macy’s ad campaign

Macy’s is planning community events on Sept. 8 and 9 with target cities including Boston, Chicago, Denver, Minneapolis, Pittsburgh, St. Louis and El Paso. A traveling events caravan dubbed “Parade on Parade,” hawking the famous Macy’s Thanksgiving Day Parade, will kick off in Detroit, move to Chicago and then hit 20 cities in 16 different states. Electronic gift cards worth $10 each will be given away at all 800-plus Macy’s stores this Saturday, with $1,000 cards mixed in with the giveaways.

Other activities will include charitable events and promotions including an array of celebrity fashion and cooking experts.

“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 the company’s chief marketing officer. “We will be creating a new sensation across the nation with a campaign full of style, fun and freshness.”