A Spanish-language 30-sec spot will also hit the airwaves this fall. "Find Your Magic" will dazzle throughout other mediums as captured by famed photographer Peggy Sirota in inspiring print, in-store and online advertising featuring the star and bag in new and fresh contexts.
The red star and Macy's shopping bag are the most visible and defining symbols of the brand, symbolically holding the various acts of magic customers find within Macy's doors. From great merchandise to events and one-of-a-kind experiences, the magic of Macy's lives within the red star shopping bag.
To drive the magic bag message in-store, Macy's will create over-the-top dresses made entirely from the shopping bag. These unique creations measuring approximately 10 feet in height will be displayed at 100 Macy's locations nationwide.
The enchantment of the campaign will extend beyond Macy's brick and mortar locations to the online universe with a dedicated sitelet at macys.com/findyourmagic. Featuring fall fashion previews, Macy's Fashion Director hosted by Clinton Kelly, magic videos with style tips and great finds, as well as other fun behind the scenes content - the site is the home base for virtual acts of magic. From putting together the perfect outfit for the Daily Fashion Challenges to learning about the latest trends and in-store events, finding your magic this fall will be a mouse click away.
Macy's Fashion Director Daily Fashion Challenges begin online on September 10, 2010 and run through October 30, 2010, and will invite users to put together the perfect wardrobe for key magical occasions. Visitors will select from Macy's fall fashion must-have items to put together a unique look. Once submitted, the public will have the opportunity to vote on the best outfit for the day's challenge.
The magic of Fashion Director will extend to select Macy's stores nationwide with special in-store events in 23 markets including locations in New York, Chicago, Seattle, Kansas, Atlanta, and New Orleans. At each event the online challenges will come to life as hosts select shoppers to participate in fashion contests to create the best outfit. Participants will style models with various pieces based on a challenge scenario.
In a special appearance, Macy's will also showcase the stylishly fun Fashion Director concept via the "Magic Fitting Room" at its flagship store at Herald Square in New York. With Macy's Magic Fitting Room, fashionistas can bring the in-store shopping experience to the digital world and share it with friends and family.
Featuring a large-scale mirror with multi-touch technology that allows users to browse, shop and "try-on" the latest must-have items virtually, the magic of style will be at users fingertips. Macy's Magic Fitting Room is powered by Social Retailing Technology developed by LBi, the world's largest independent marketing and technology agency.
JWT New York, The Vox Collective and Mediaedge:cia supported Macy's on the "Find Your Magic" campaign.
At Macy's finding your magic this fall will take you on a journey filled with wonderful elements that will enhance and amuse your senses, as well as empower you to make your own magical moments.
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