Macy's 2006 Annual Report Download - page 19

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When the Macy’s brand re-launched nationally on
Sept. 9, 2006, America couldn’t help but notice. That was
the day when more than 400 former May Company stores –
operating under a collection of 11 dierent nameplates
– converted to the Macy’s brand. For the rst time, Macy’s
was a truly national brand operating coast to coast.
It was a period of excitement and celebration. We hosted
downtown block parties, sponsored major sporting events,
toured the famous Macy’s Thanksgiving Day Parade, trig-
gered spontaneous dancing in the streets … and made
millions of customers very, very happy as we introduced
Macy’s in a way they had never before seen.
A bold new advertising campaign stood out on TV, in
newspapers, magazines, outdoor boards, computer
screens and mailboxes. Celebrations stretched across
major markets such as Boston, Chicago, Cleveland, Dallas,
Denver, Detroit, Houston, Los Angeles, Minneapolis,
Pittsburgh, Portland, Salt Lake City and St. Louis.
America’s Department Store has arrived.
Macy’
s Goes National