Macy's: Yes, Virginia the musical
Agency: JWT New YorkAdvertiser: Macy'sBrand: Macy'sCountry: USA
Objectives
Introduction
Retail advertising isn't always about sales promotions. This is the story of how America's Great Department Store, against the backdrop of an economic and category crisis, used the holiday period to catalyze robust sales growth across the year. As a result, Macy's experienced four consecutive years of growth with an accumulated incremental 4th quarter sales increase of more that $1 billion since the start of the campaign.
By living up to its legacy as one of America's great entertainment...