March 2nd, 2011
Macy’s Wants to Be a Spring Break ‘Star’
New York Times
The department store known for wholesome fare like “Miracle on 34th Street” and its annual Thanksgiving Day parade is getting frisky in a test campaign aimed at students.
The campaign promotes an event being called the Macy’s Star Beach Party, to be held at the chain’s store on State Street in downtown Chicago. The event is scheduled for 2 to 5 p.m. on Saturday.
A section of the Macy’s Web site is being devoted to the event. The event will include sales, giveaways and a party with a beach theme featuring models in fashions for spring break destinations. There will also be free refreshments and music by a Chicago band, Hey Champ.
To drum up interest in the event, the State Street Macy’s is setting up displays of Star Beach Party merchandise on the first, second, fourth and seventh floors. And some of the store windows are decorated with the beach-party theme.
The campaign is being produced by the Chicago office of Marc USA, an independent agency based in Pittsburgh that also has an office in Miami.
Read more: http://www.nytimes.com/2011/02/28/business/media/28adnewsletter1.html?_r=1&ref=media