CINCINNATI-- Federated Department stores is kicking off a nationwide advertising and marketing campaign to re-launch its Macy's brand. This is the largest advertising campaign in  Federated's history.

On Saturday, Sept. 9, more than 400 stores across America will convert to the Macy's nameplate, creating a national presence of more than 800 Macy's stores supported by the macys.com Web site.

"Expanding Macy's presence nationwide presents a once-in-a-lifetime opportunity to introduce our brand to new shoppers with a compelling message about fashion and affordable luxury," said Anne MacDonald, president of Macy's Corporate Marketing and the company's chief marketing officer. "We will be creating a new sensation across the nation with a campaign full of style, fun and freshness."

Advertising will include national broadcast and cable television, local newspapers, local and national magazines, targeted radio spots, outdoor boards and an extensive online advertising approach - all centered on a new spin to Macy's familiar theme line, "Way To Shop." Direct mail includes a glossy 54-page Macy's "magalog" being sent to the homes of 3.8 million customers in markets that are new to Macy's.

Theme-setting broadcast commercials will begin running tomorrow Sept. 7 in an extensive schedule. The spots feature a new Macy's re-recording of "Dancing in the Streets," the classic Motown hit made famous by Martha Reeves and The Vandellas. A Spanish-language adaptation was produced by Grammy-nominated producer Andres Levin.

Signature graphics for both broadcast and print ads are focused on a "mural" of fashion-forward women, men and children dancing in the streets across America.

JWT Chicago and Latinvox, a New York-based agency specializing in reaching Hispanic consumers, created the ads in partnership with Macy's Corporate Marketing and Macy's division marketing teams across the country. Starcom USA of Chicago is Macy's national media planning and buying agency.

In addition to media advertising, the Macy's brand re-launch will be supported with hundreds of special events, personal appearances and promotions at stores across the country. They include:

• Major public community events, such as block parties and shopping parties, on Sept. 8 and 9 in cities including Boston, Chicago, Denver, Minneapolis, Pittsburgh, St. Louis and El Paso. Many will have "dancing in the streets" themes.
• A traveling events caravan, called "Parade on Parade," will provide a variety of interactive family entertainment about the Macy's Thanksgiving Day Parade, one of the nation's most beloved holiday traditions, with shows in locations adjacent to Macy's stores. Parade on Parade is being built and christened in Detroit this week, and will launch on Saturday (Sept. 9) in Chicago. From there, it will travel to 20 other cities in 16 states before concluding at the annual balloon inflation events in New York City on Nov. 22.
• "Red carpet" ribbon-cutting celebration events at all 400-plus stores being converted to Macy's on Saturday,Sept. 9.
• A Macy's electronic gift card (EGC) giveaway at all 800-plus Macy's stores on Saturday,Sept. 9. Each store will give away $10 EGCs to the first customers in the door - between 500 and 1,000 at each location, depending on the size of the store. Some $1,000 gift cards will be interspersed among the $10 EGCs to delight customers and add to the excitement.
• Activities by the new Macy's Culinary Council, a group of 15 leading celebrity chefs and restaurateurs developed from what was once the Marshall Field's Culinary Council. The Culinary Council's mission is to help reinforce Macy's role as the national authority and shopping destination for all items relating to the kitchen and dining room.
• A nationwide program of community service projects - called "Give Back Day" - by Federated's  Partners in Time employee volunteerism organization. Give Back Day events begin on Sept. 15 in selected cities from New York to San Francisco.
• A national Shop for a Cause day hosted in all Macy's stores on Saturday, Sept. 16. Macy's is selling $5 'donation tickets' designed to benefit important local charities around the country, with a portion of all proceeds going to the American Heart Association's Go Red for Women movement on a national basis. Charitable organizations keep all of the proceeds from the tickets they sell. The program could raise more than $12 million for participating charitable organizations. Shop for a Cause will be supported by network television ads featuring Susan Sarandon, an actress with national stature and a passion for community service. A Spanish-language version features Zoe Saldana, star of films including Crossroads and Drumline.

Moving immediately beyond the brand launch period, Macy's advertising through the Fall will feature new marketing campaigns.

"Consumers soon will see Macy's as a fashion leader on the national stage, yet accessible locally," MacDonald said. "Our advertising will drive home the message that Macy's has the latest fashions, an exciting shopping experience and values that appeal to consumers who love to shop."

While the budget for the launch campaign is not being disclosed, MacDonald noted that the advertising and marketing cost represents "an investment in building the Macy's brand, and one that will continue to yield returns as we establish Macy's as the preferred shopping destination across the country."

Federated, with corporate offices in Cincinnati and New York, has fiscal 2006 sales expected to be more than $27 billion.

Federated operates more than 850 department stores in 45 states, the District of Columbia, Guam and Puerto Rico under the names of Macy's and Bloomingdale's. The company also operates macys.com and Bloomingdale's By Mail.

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