Advertising Campaigns: Macy’s West


November 26, 2006

Advertising Campaigns: Macy's West


Big-box retailer Macy's West is developing its Hispanic marketing strategy for a part of the country whose Hispanic population is booming.


The company is running print, radio, TV, and multicultural event marketing in a bid to attract more Hispanics to their locations at the foot of the Holiday shopping season, which traditionally takes off after thanksgiving.

Macy's has been particularly active in multi-cultural events, some of which were aimed at driving traffic to specific store locations. Internet advertising is still “very preliminary” at this point, according to Jacqueline Alvarenga, a Macy's West multicultural marketing spokesperson.

The online advertising department is a separate entity from the other advertising departments.

Macy's is traditionally one of the biggest advertisers in Hispanic print, although there have been some reports that it is curbing some of this large-scale investment and directing it toward other marketing channels. The company's Hispanic media agency of record is Tapestry.


According to Portada Ad-tracking, in 2005, Macy's spent almost $3 million in Hispanic newspaper ROP, practically tripling their 2004 investment which measured just over $1 million.


Trackback from your site.

Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico's E-commerce Subdirector José Camargo, Grupo Bimbo's Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders' Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity's Director of Business Innovation & Marketing Yamile Elias.


Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts tell Portada the downfall of the storied retailer won’t affect the Sears franchise in Mexico where better merchandising and e-commerce under the management of Grupo Carso, owned by Mexican billionaire Carlos Slim, have built the franchise into a big hit with Mexican consumers. The implications for the U.S. Hispanic Market.