Macy's partners with celebrities for new multichannel marketing campaign
Published September 07, 2010
With Fashion Week on the horizon, Macy's is drawing on the talent of several top celebrities to promote its brands in a new multichannel marketing initiative.
The campaign is led by a new spot designed for national television, which involves A-list stars, such as Martha Stewart, Donald Trump, Jennifer Lopez, Jessica Simpson and more. "[The commercial] really takes Macy's positioning to the next level," Orlando Veras, a Macy's spokesperson, told MediaPost.
Additionally, the department store will run several at-location events, as well as a comprehensive print and online ad campaign. The source notes that these initiatives will stress Macy' trademarked red star shopping bags used in "new and fresh contexts," and the store has approached popular photographer Peggy Sirota and several designers to turn the bags into "over-the-top" dresses and in-store displays.
While Macy's is celebrating the upcoming Fashion Week with its new campaign, several other department stores are running back-to-school multichannel marketing initiatives. For example, Sears recently launched a fashion contest with its brands that targeted tweens, and it also released a new Facebook application that allowed college students to design their dorm rooms. 