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

Textiles | On 7th Dec 2016

New Texprocil chairman bats for increased UPI adoption

Ujwal Lahoti, the new Cotton Textile Export Promotion Council...

RBI Governor Urjit Patel addressing a press conference. Courtesy: Youtube

Textiles | On 7th Dec 2016

Defying expectations, RBI keeps repo rate unchanged

Defying market expectations, the Monetary Policy Committee (MPC) of...

The new OJ 59/1 B. Courtesy: Karl Mayer

Textiles | On 7th Dec 2016

Karl Mayer unveils new LACE.EXPRESS model for apparel

Germany’s leading textile machinery firm, Karl Mayer, has launched a...

Interviews View All

Sonia Agarwal
Whitenife

‘The terms eco-friendly and organic are common but everyone perceives them ...

Dharmendra Shah
Ozone PB Spintex Limited

‘We have made huge investments to ensure quality yarn production.’

Amrit Sethia
SOIE

‘The intimatewear category in India is slowly becoming trend-sensitive.’

Marcel Alberts
Eurofibers

Coating at a fibre level is a practice not usually seen in the...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer Prathyusha Garimella is known for blending...

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

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 2016

December 2016

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

SUBSCRIBE


Browse Our Archives

GO


Advanced Search