Macy's ad campaign congratulates shoppers

By Staff -- Home Textiles Today, 6/7/2004 12:00:00 AM

NEW YORK —

Macy's launched its new national advertising campaign last week which includes the Macy's East and Macy's West divisions, as well as three of the divisions with the Macy's suffix.

"Way to Shop" is the theme of the campaign, which gives a humorous touch to the ways of the Macy's shopper. "Caddies," for example, shows men waiting around in various areas of the store — lying on a bed in the mattress department or leaning on a mannequin in ladies lingerie — waiting for their significant others, with a tag line, "Golfers bring caddies, Shoppers bring husbands. Macy's Way to Shop."

The campaign is up and running in New York, Philadelphia, Austin, San Francisco, Los Angeles, San Diego, Las Vegas and Dallas and continues to Atlanta, Memphis and Cincinnati. In mid-July, the campaign moves into the Pacific Northwest for Bon-Macy's and Florida for Burdines-Macy's.

"We discovered that the Macy's core customer shops with her own rules, strategies, and definitions of success," said Peter Sachse, president and chief marketing officer of Federated Corporate Marketing. The new tag line, he added, "recognizes her shopping acumen, congratulates her on a job well done and makes Macy's the shopping destination for all her needs."

Lowe Worldwide, the Macy's advertising agency, and Federated Corporate Marketing developed the campaign.