Promotions • Experiential Marketing • Celebrity Engagement
Macy’s, an American retail institution, needed to increase lagging traffic and sales at one of its major-market locations. Macy’s New York-Based Special Events team challenged us to develop a economical, family-friendly promotion that would generate a series of positive customer experiences during the all-important holiday season and encourage families to make multiple store visits.
Family Fun Days: a multi-week holiday promotion that kicked off the holiday season in November and concluded just before Christmas.
We crafted a schedule of promotional performances to highlight each weekend. We featured local celebrity entertainment, regional professional and youth performance groups, and international performing artists that drew a wide range of customers within Macy’s core targets. Free activities were planned for each weekend including crafts, character meet and greets, register-to-wins and holiday snacks.
There was a notable increase in sales and traffic on the days when events took place. Thousands of people experienced the activities. Store management praised the increase in families with children throughout the store on event days. Customer and store associate feedback was consistently positive.