Macy’s Launches Omni-platform Campaign

Coinciding with the conversion of over 400 Federated department stores to the Macy's brand September 9, Macy's is unfurling an omni-platform campaign (newspapers, magazines, billboard, TV, radio, direct mail and the Internet), including Spanish-language versions of the material.

NY-based Latinvox, in conjunction with JWT and the retailer's other marketing teams, produced the Spanish-language component, including a Spanish-language adaptation of the classic Motown hit, “Dancin' in the Streets.”

Macy's also sent out a direct mail piece promoting its Red Star Rewards Card. It was received on September 8th.

The piece is front-to-back bilingual, and offers the recipient pre-approval for the Macy's card. In addition, it offers a $20 coupon upon acceptance of the card offer. The offer may be processed at the company's website or by calling an 800 number.

The card's annual percentage rate (APR) is 21.6% The tagline reads: “Asi se compra,” or “Way to Shop,” a slogan the company has used for some time.

In 2005, Macy's was the largest retail advertiser in Hispanic print media, according to Portada Ad-Tracking. The retailer spent close to $ 3 million in Hispanic newspapers last year. Macy's investment amounted to more than 26% of national retail advertising in Hispanic newspapers.