Macy's Celebrates American Icons:

Macy's is celebrating America; the people, places, and things that define what we love through "classic" American brands: 

American Icons is the the follow up to last year's celebration of Brazil; but this year, the brands selected for the summer long campaign with reflect classic American names across multiple product categories and include well established and newly launched brands alike.

Macy's Mission Viejo

The official launch was on May16th, promoted by signage placed through Macy's Store locations.  Lead up promotions included online platforms, selling staff incentives, and visual directives.

One launch party, held at Macy's South Coast Plaza which is a flagship location, held a fashion show highlighting Ralph Lauren, Tommy Hilfiger, Calvin Klein, and Sun glass hut.  Hosted by entertainment journalist Jillian Barberie and Entertainment Tonight host Laurence Zarian and including a special costume display from the Broadway musical "Catch me if you can".

To build anticipation for the campaign Macy's ran an online promotion asking for the public's submissions of what they feel tells the story of America.  The entry window wrapped May 5th and is now a promotional video that can be viewed on you tube. 

Visual directives were rolled out for each floor set and every brand ensuring that all Macy's doors would have a consistent visual presentation and connective thread

American Icons connecting and engaging consumers:

On the Macy's website, consumers can explore an interactive catalog or get to know the stories behind the features designers.  In store, branded stars and printed columns tell the story of each outpost

A constant story line and out posts and floor sets are found in every department of Macy's; housewares, footwear, women's, men's, children's, and cosmetics.  

Macy's Presents American icons: your take

American Icons at Macy's

http://macysamericanicons.com/