Just in time for Fashion Week, Macy's is unveiling a new celebrity-loaded campaign to promote its exclusive brands. Themed "Find Your Magic At Macy's," the new effort continues to draw on Martha Stewart, Jessica Simpson and the other famous faces behind its brands, but also plugs the retailer's special events, from the Macy's Thanksgiving Day parade to fireworks to flower shows.
"This really takes Macy's positioning to the next level," Orlando Veras, a company spokesperson, tells Marketing Daily. "Backstage," the JWT-created TV spot, starts with a woman asking a Macy's shoe associate for a pair of shoes. When he walks through the "Employees Only" door, he enters a cheerful free-for-all.
Here's Martha, protecting herself from the confetti testers; there's a Christmas elf delivering a latte to Donald Trump, who is whipping up a few ties at a sewing machine. Snoopy and Spiderman balloons make way for a Sean "Diddy" Combs fashion shoot. Jennifer Lopez spritzes flowers with her new fragrance. Finally, an airborne Jessica Simpson finds the shoes.
"For some people, Macy's means Christmas or the Thanksgiving parade or Fireworks. And for some people, it means a great pair of shoes," he says. "This campaign ties all of that meaning together."
In addition to TV, including a Hispanic version, the campaign includes extensive in-store and online events, which begin Sept. 10 on Fashion's Night Out. (For retailers, it's the key event in Mercedes-Benz Fashion Week, running from Sept. 9 through Sept. 16.)
To make the most of its red-star shopping bags, Veras says there will be print, in-store and online ads, shot by photographer Peggy Sirota, which feature the star and bag "in new and fresh contexts." And the chain will turn bags into over-the-top dresses, 10 feet high, displayed in stores around the country.
The Web component encourages shoppers to experiment with virtual fashion magic, including Daily Fashion Challenges, with winners earning $100 gift cards.