Macy's: Yes, Virginia the musical

Agency: JWT New York
Advertiser: Macy's
Brand: Macy's
Country: 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 brands, producing the Macy's Thanksgiving Day Parade and the 4th of July Fireworks, Macy's created a holiday entertainment franchise that at its core is a traffic driver. It has since brought millions of children and their parents into stores to mail their letters to Santa, forging a deep emotional connection with our customers in the process. Based on a letter written by a little girl in 1897, we called the campaign "Believe."