Home / Knowledge / News / 'Believe' captures the heart of Christmas holiday
'Believe' captures the heart of Christmas holiday
01
Nov '08
On the heels of its 150th birthday, Macy's unveiled its plans for a nostalgic Christmas campaign called Believe, based on the New York Sun's famous "Yes, Virginia, there is a Santa Claus" editorial from 1897. Complete with in-store "Believe Stations" and a devoted "celebrity designer" TV ad, Believe captures the heart of the holiday with a season-long effort that elevates the message of goodwill and generosity through a campaign to benefit the Make-A-Wish Foundation.

Known worldwide for its holiday traditions from the Thanksgiving Day Parade to the first in-store Santa, the magic of Macy's will unfold this year with Believe Stations in every store that feature a Believe Meter, letter-writing station and an official R.H. Macy Santa Mail letterbox.

Beginning on November 9, children across the country are invited to drop off their letters - stamped and addressed to Santa At The North Pole - at any Macy's store in the Santa Mail letterbox. For each letter received, Macy's will donate $1 to the Make-A-Wish Foundation up to $1 million to grant the wishes of children with life-threatening medical conditions.

The Believe campaign was rooted in a letter to the editor written by eight-year-old Virginia O'Hanlon in 1897 asking if there is a Santa Claus. Newsman Francis P. Church responded with a poignantly worded essay on the importance of believing, including the famous line "Yes, Virginia, there is a Santa Claus. He exists as certainly as love and generosity and devotion exist..."

"We are so excited to launch this inspirational Christmas campaign," said Peter Sachse, president of Macy's Corporate Marketing. "Believe is the articulation of everything we treasure about the holiday season, and is an authentic celebration of the Christmas spirit. We felt strongly that this year it was important to remember and embrace the real sentiment of the season. We'd like to inspire all of America to believe."

The Believe advertising campaign will break on Sunday, November 9 with a national television spot and innovative newspaper ads, including full-page reprints of the "Yes, Virginia, there is a Santa Claus" editorial and disrupter print ads (ads which break into editorial space). The television campaign will feature Macy's "stars" Jessica Simpson, Martha Stewart, Carlos Santana, Donald Trump, Tommy Hilfiger and Kenneth Cole reciting select lines from "Yes, Virginia." A Spanish-language version will feature Carlos Santana, Ana de la Reguera and Carlos Ponce. All advertising will invite children around the country to deposit their letters to Santa at their local R.H. Macy Santa Mail letterbox to help grant the wishes of seriously ill children.

"The Believe campaign not only reflects the spirit of the holiday season, it also speaks to a wish experience - helping a child believe in their own future," said David Williams, Make-A-Wish Foundation of America president and chief executive officer. "We truly appreciate Macy's continued generosity and partnership in helping us grant even more wishes to courageous children thanks to this inspirational campaign."


Must ReadView All

EU, Japan finalise Economic Partnership Agreement

Textiles | On 18th Dec 2017

EU, Japan finalise Economic Partnership Agreement

Building on the political agreement reached in principle during the...

WTO, ITC launch cotton portal to enhance transparency

Textiles | On 18th Dec 2017

WTO, ITC launch cotton portal to enhance transparency

The World Trade Organisation (WTO) and the International Trade Centre ...

India much behind China in containerised cargo capacity

Textiles | On 18th Dec 2017

India much behind China in containerised cargo capacity

India’s total containerised cargo capacity of 8.75 million...

Interviews View All

Stefan Warnaar
Peak to Plateau

People are willing to pay for quality and performance

Abhimanyu Singh Rathore & Barbara Anna Kosiorek
Kannbar

‘Blending cultures is the true beauty of fashion, where one’s imagination...

Nitin Bhatia
Trend Arrest

Setting up a brand for online selling is easy, but running the brand is not

Anupam Arya

<div>Jaipur-based Fabriclore Retailing Pvt. Ltd. is attempting to revive...

Rikesh Mistry

Jupiter Comtex Pvt Ltd, established in 1973, started its textile machinery ...

C Dhandayuthapani

MAG Solvics Private Limited was established in 1991 to design and develop...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Akta Adani
India Boulevard

India Boulevard is a San Francisco-based curated fashion marketplace that...

Nisha Chanda
Whistling Woods International School of Fashion

<div>A lack of upgraded courses in costume designing and fashion as per...

Vaanee Bhatia
Gritstones Clothing

<div>Delhi-based Gritstones Clothing offers quality and exemplary style...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

December 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
68.1%
No
13.8%
Skip
18.1%

Total Votes: 94

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
62.8%
No
29.8%
Skip
7.4%

Total Votes: 94

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.2%
No
9.6%
Skip
3.2%

Total Votes: 94

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
81.9%
No
8.5%
Skip
9.6%

Total Votes: 94


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search