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Macy's unveils new holiday campaign


NEW YORK Macy’s has unveiled its plans for a nostalgic Christmas campaign called "Believe," based on the New York Sun’s famous “Yes, Virginia, there is a Santa Claus” editorial from 1897.

The campaign will include Believe Stations in every store that feature a Believe Meter, letter-writing station and an official R.H. Macy Santa Mail letterbox. Beginning on Nov. 9, children across the country are invited to drop off their letters – stamped and addressed to Santa At The North Pole – at any Macy’s store in the Santa Mail letterbox. For each letter received, Macy’s will donate $1 to the Make-A-Wish Foundation up to $1 million to grant the wishes of children with life-threatening medical conditions.

“We are so excited to launch this inspirational Christmas campaign,” said Peter Sachse, president of Macy’s corporate marketing. “Believe is the articulation of everything we treasure about the holiday season, and is an authentic celebration of the Christmas spirit. We felt strongly that this year it was important to remember and embrace the real sentiment of the season. We’d like to inspire all of America to believe.”

The campaign will also feature print and television ads as well as a microsite – – which will tell the story of Virginia O’Hanlon, feature an electronic Believe Meter, offer a downloadable letter kit complete with official Santa letterhead, and allow customers to design their own “Claus” with the “Be Claus” application. “Be Claus” personalization allows customers to upload a photo and design themselves as Santa Claus. The final artwork can be used as an e-card, posted to a Facebook or MySpace page or sent to a mobile phone.

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