Macy’s Believe Campaign

A Million Reasons to Believe

Yes, Virginia, You Can Help Make Wishes Come True

Background

Each year the Make a Wish Campaign partners with Macy’s to promote the “Believe” campaign and Santa’s National Bus tour. Through the “Believe” campaign, Macy’s donates one dollar for every letter to Santa dropped in the Santa mail box at any Macy’s location, up to one million dollars. The Santa Bus tour features Santa traveling in a customized motor coach to markets across the country.

Challenge

The third annual tour included 26 new cities; expansion to new markets required local “boots on the ground” to launch successfully.

Solution

Encore Public Relations partnered with PRConsultants Group to manage SE Minnesota, Northern Iowa and Western Wisconsin media. In addition to regional media relations, we engaged local partners including; Mayo Clinic, Mayowood Mansion, Goodman Productions, and Apache Mall to maximize awareness and community impact.

Results

In one month’s time, Encore’s efforts resulted in 254,000 total media impressions, not including online or social media values by developing news stories featuring:

  • Past and present Wish Kids
  • Santa’s visits to bus tour markets

Encore Public Relations continues to support Macy’s community relation initiatives on National Believe Day in the greater Rochester market.

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