Macy's 2007 Annual Report Download - page 19
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• 2007 annual report
15
bloomingdale’s .com
the selection grows
Creative Advertising Hits the Mark
Increasingly, creative advertising is helping Macy’s
and Bloomingdale’s to break through the din of
commercial messages to reach customers and set
our brands apart. These campaigns reinforce the
Magic of Macy’s and the upscale fashion authority of
Bloomingdale’s.
For example, during the national telecast of the
Emmy Awards in September 2007, Macy’s launched
a series of breakthrough brand ads featuring more
than a dozen design celebrities behind unique
merchandise sold in our stores and online – ranging
from Martha Stewart and Donald Trump to Usher,
Jessica Simpson, Tyler Florence, Sean Combs and
Kenneth Cole. They were hailed as among the most
memorable TV commercials produced in America in
2007. The campaign ads, which depict the celebrities
interacting inside Macy’s, are planned to continue in
2008 with some new faces and themes.
Recognizing that reaching its contemporary fashion
customer requires a more targeted approach,
Bloomingdale’s is focusing its marketing on dramatic,
direct and one-to-one approaches that highlight its
designer merchandise and emerging styles.