To promote Macy’s annual National Believe Day, a day dedicated to celebrating the spirit of generosity and goodwill.
Parameters:
16 Markets (Nationwide), executed simultaneously on one cold December day.
2 - 3 teams per market.
1217 Total Event Staff: each team consisted of 1 Team Leader and 4 - 7 staff members.
216 Street Performers throughout various markets, including singers, dancers, jugglers and stilt walkers.
Timing:
1 celebratory day in December.
Program Elements:
All Team Leaders, Event Staff and Performers were all dressed as 19th Century Newsboys.
Teams were responsible for handing out National Believe Day flyers as well as finding patrons doing ‘good deeds’ and rewarding them with a Macy’s gift card.
Performers attracted media and provided a variety of skills.
Staff maintained a positive and enthusiastic attitude throughout all markets, many enduring extreme winter weather elements.
Head Team Leaders were exceptionally knowledgeable about local markets and created detailed routing each team in their respective market.
EPS provided support for Event logistics including: working with Macys Regional Teams to secure routing and media placement; selecting, ordering and shipping all costumes; fulfillment and shipping of collateral to all Team Leaders.
Results:
Macy’s National Believe Day was a big success, spreading the spirit of generosity and goodwill to customers in 16 seperate markets.
Street Teams exceeded all client expectations and garnered significant media and public attention.
The program was a positive branding campaign for Macy’s consumers, leaving them with a memorable experience and a friendly welcome into the store.
Testimonial:
"Macy's Believe effort continues to inspire people across the country to celebrate the season's spirit of generosity and goodwill."
~ Peter Sachse, Macy's Chief Marketing Officer.
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