Holiday Campaigns: Profile of Macy’s

It’s official. The turkey and sweet potatoes have been digested, the lights have been hung, the trees have been adopted, and the mad rush of Christmas shopping has begun. Or has it?

This year retailers are taking a new approach to bringing happy consumers and their shrinking wallets to their stores. The focus: branding and campaigns.

Macy’s is the first store that comes to mind when I think of holiday shopping. It’s historical and cultural presence out-stands its competitors; however, this does not mean it shouldn’t have a holiday plan. This year Macy’s has started a campaign called Believe. The campaign is derived from the “Yes, Virgnia Letter,” a letter written by an 8-year-old in 1897 to The New York Sun asking if Santa really exists. The reply from the paper’s editor answered her, “Yes, Virginia.” From here the campaign focuses on the spirit of believing. With each letter-to-santa brought to a Macy’s store and mailed in the special mailbox, money will be donated to the Make-A-Wish Foundation, with a goal of $1 million. Not only are the commercials for this campaign branded with numerous celebrities, but it clearly focuses on Macy’s history and the magic that is connected with it ever since the movie Miracle on 34th Street. The Believe campaign also reminds shoppers about the needs of others during the holidays and especially during our economic state. I am really pleased with this campaign. I think it says a lot about the character of Macy’s and its ability to uphold its image.