M...is for Magic: Inside the Famed Red Star Bag Macy’s Invites You to “Find Your Magic” This Fall

NEW YORK--(BUSINESS WIRE)--This fall, Macy’s (NYSE:M) takes magic to a whole new level with the launch of its “Find Your Magic” campaign. Harnessing the power of the magical Macy’s brand, the effort aims to dazzle and delight customers and the general public. From incredible fashion and value to world-famous events, the magic of Macy’s has been enchanting the world for more than 150 years. With a new iconic television spot, magic in-store elements, and an engaging online destination at www.macys.com/findyourmagic, Macy’s will create a sense of fantasy with fresh and fun experiences for customers everyday.

“Our brand promises a magical experience everyday, whether that is the excitement of finding the perfect shoe or seeing a giant character balloon take flight on Thanksgiving Day, the magic of Macy’s is evident in acts both big and small.”

“With more than 150 years of magic-making experience, Macy’s is the place where everything comes together for our customers in fun and entertaining ways,” said Martine Reardon, executive vice president of Marketing for Macy’s. “Our brand promises a magical experience everyday, whether that is the excitement of finding the perfect shoe or seeing a giant character balloon take flight on Thanksgiving Day, the magic of Macy’s is evident in acts both big and small.”

Pulling back the curtain to reveal the magic backstage, Macy’s newest and most ambitious commercial yet, will give viewers a preview of the incredible spectacle behind Macy’s everyday magical promise. From the best brands to renowned events, behind the door marked “employees only” is where the magic begins. Appropriately titled “Backstage,” the spot will take viewers on a journey through a bustling world where designers and staff prep assortments, add their unique touches to Macy’s most famous events, and of course, deal with unexpected situations that make everyday at Macy’s an extraordinary experience.

Starting with a simple request by a customer for the perfect shoe, we follow our associate through the stock room door that leads to the magic behind the star. As he tackles the maze, we encounter Macy’s stable of celebrity designers, including Sean “Diddy” Combs, Tommy Hilfiger, Jennifer Lopez, Rachel Roy, Jessica Simpson, Martha Stewart and Donald Trump, as they avoid or, in one special case, create mayhem while they ready their exclusive products for the Macy’s selling floor. The stars intermingle with the rest of the staff who are busy stocking, rehearsing or fine-tuning elements of beloved traditions, including Macy’s Thanksgiving Day Parade^®, Macy’s 4^th of July Fireworks^® and Macy’s Flower Show^®. It takes a village of magic-makers to create the experiences that have made Macy’s the star attraction for more than 150 years, but at the end of the day, the customer is at the center of everything.

(Multimedia news release including behind the scenes images and video available at www.MagicBulletMedia.com/MNR/MacysFindYourMagic)

Helmed by Augustus Punch, the consortium which consists of director Michael Gracey and his team, Diesel Schwarze and Alexandra Bolton, the spot also features cameos by the Radio City Rockettes^®, an animated Virginia O’Hanlon from Yes, Virginia, and the one and only Santa Claus. Created in collaboration with JWT New York and Macy’s Marketing, 60 and 30-second versions of the spot will begin to air in general market media on September 12^th. A Spanish-language 30-sec spot will also hit the airwaves this fall. “Find Your Magic” will dazzle throughout other mediums as captured by famed photographer Peggy Sirota in inspiring print, in-store and online advertising featuring the star and bag in new and fresh contexts.

The red star and Macy’s shopping bag are the most visible and defining symbols of the brand, symbolically holding the various acts of magic customers find within Macy’s doors. From great merchandise to events and one-of-a-kind experiences, the magic of Macy’s lives within the red star shopping bag. To drive the magic bag message in-store, Macy’s will create over-the-top dresses made entirely from the shopping bag. These unique creations measuring approximately 10 feet in height will be displayed at 100 Macy’s locations nationwide.

The enchantment of the campaign will extend beyond Macy’s brick and mortar locations to the online universe with a dedicated sitelet at macys.com/findyourmagic. Featuring fall fashion previews, Macy’s Fashion Director hosted by Clinton Kelly, magic videos with style tips and great finds, as well as other fun behind the scenes content - the site is the home base for virtual acts of magic. From putting together the perfect outfit for the Daily Fashion Challenges to learning about the latest trends and in-store events, finding your magic this fall will be a mouse click away.

Macy’s Fashion Director Daily Fashion Challenges begin online on September 10, 2010 and run through October 30, 2010, and will invite users to put together the perfect wardrobe for key magical occasions. Visitors will select from Macy’s fall fashion must-have items to put together a unique look. Once submitted, the public will have the opportunity to vote on the best outfit for the day’s challenge. The “magical stylist” whose outfit gets the most votes each day will win that day’s challenge and a $100 Macy’s gift card. Through social networking tools, including direct postings to Facebook and Twitter, participants can invite their friends and family to vote for their outfit.

The magic of Fashion Director will extend to select Macy’s stores nationwide with special in-store events in 23 markets including locations in New York, Chicago, Seattle, Kansas, Atlanta, and New Orleans. At each event the online challenges will come to life as hosts select shoppers to participate in fashion contests to create the best outfit. Participants will style models with various pieces based on a challenge scenario. After a mini runway show, the audience will choose the best look and the winner will receive a $100 Macy’s gift card to create their own magical fall wardrobe.

In a special appearance, Macy’s will also showcase the stylishly fun Fashion Director concept via the “Magic Fitting Room” at its flagship store at Herald Square in New York. With Macy’s Magic Fitting Room, fashionistas can bring the in-store shopping experience to the digital world and share it with friends and family. Featuring a large-scale mirror with multi-touch technology that allows users to browse, shop and “try-on” the latest must-have items virtually, the magic of style will be at users fingertips. Macy’s Magic Fitting Room is powered by Social Retailing^® Technology developed by LBi, the world’s largest independent marketing and technology agency.

JWT New York, The Vox Collective and Mediaedge:cia supported Macy’s on the “Find Your Magic” campaign.

At Macy’s finding your magic this fall will take you on a journey filled with wonderful elements that will enhance and amuse your senses, as well as empower you to make your own magical moments.

About Macy’s

Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks^® and the Macy's Thanksgiving Day Parade^®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Building on a 150-year tradition, Macy's helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers.

For Macy’s media materials, images and contacts, please visit our online pressroom at www.macys.com/pressroom.

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