• The Associated Press, Friday, August 24, 2007 12 PM

Macy's hopes to build its image as a national brand by using celebrities with star power in its upcoming campaign. The television campaign beginning next month will feature celebrities, such as Donald Trump and Martha Stewart, who sell their own branded products at Macy's. They are seen in the ads primping their departments as if preparing for customers. In addition to Trump and Stewart, other celebrities include singer and actress Jessica Simpson, designers Tommy Hilfiger and Kenneth Cole and music producer and rapper Sean "Diddy" Combs.

In the past, Macy's has focused more on promotions that included ads for sales and coupons. Macy's said a holiday version of the ads will roll out leading up to the Christmas season.

The Cincinnati-based retailer, which this month reported a 77% drop in its second-quarter earnings, continues to struggle to create a strong national brand and integrate the stores gained in its $11 billion acquisition of former competitor May Department Stores Co. in 2005. Macy's operates more than 850 department stores in 45 states, the District of Columbia, Guam and Puerto Rico under the names Macy's and Bloomingdale's.

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