Macy's Reprises "Believe" Holiday Campaign

The holiday season is a time for giving thanks, celebrating with friends and family and taking part in time-honored tradition. And what brand says “Home for the Holidays” more than Macy’s?

Drawing on its storied history as sponsor of The Macy’s Thanksgiving Parade and starring role in Miracle On 34^th Street, Macy’s is confident its heritage brand will resonate with consumers this holiday season. The retailer is attempting a do-over from last year's dismal sales season, and is tying their holiday promotions to last years “Believe” campaign.

“Believe” draws not only on the brand's association with the Thanksgiving Parade in New York City and the film Miracle On 34^th Street, but harks back to the 1897 New York Sun editorial, “Yes, Virginia, there is a Santa Claus.”

The tagline “Believe” should sound familiar, and not just from last year's campaign. The slogan topped Tagline Guru’s list of corporate taglines debuting in 2009. Macy's joins an growing number of brands using joywashing to highlight positivity and optimism in the face of the recession.

Macy’s presciently devised “Believe” three years ago as an evergreen campaign. Designed to highlight Macy’s special connection to the holiday season, it is rooted in Macy’s brand heritage, whose “DNA is really imbedded in this holiday tradition, particularly with Santa,” according to marketing VP Martine Reardon, who says the campaign will be adjusted slightly from year to year.

Besides television and print ads, Macy’s is using social media to maximize their holiday campaign. The retailer is hosting a “Tell Us Why You Believe” contest, encouraging individuals to “share their thoughts about what they believe in and why they believe” in the form of short essays, photos and videos posted on the Macy’s Believe website.

Macy’s is fostering the holiday spirit in other ways, too. In major US cities, Macy’s roving street teams will reward people for random acts of kindness with gift cards as thanks for epitomizing what “Believe” is about. A lucky few Virginias are even eligible for special in-store gifts.

Macy’s “Believe” campaign is a meaningful way to celebrate a rich history and important place in popular culture. While it may prove challenging for Macy’s to rise above the cluttered “Believe” landscape, its brand association is so strong that Macy’s could come away owning the tagline.  

Here’s hoping this campaign brings “joy” to the ailing retailer.