Federated campaign promotes conversion of May stores

CINCINNATI — Federated Department Stores Inc., the nation’s biggest department store retailer, on Wednesday unveiled a large promotional campaign to relaunch the Macy’s brand nationwide.

The promotions are aimed at building Macy’s into a nationwide brand while luring customers of the former May stores that include such longtime retailing names as Foley’s, Filene’s, Kaufmann’s, Robinson-May, Strawbridges and Marshall Field’s. The switch to the Macy’s nameplate will give Federated more than 800 Macy’s stores in 45 states, the District of Columbia, Guam and Puerto Rico.

Federated became the nation’s largest department store retailer when it bought May Department Stores Co. last year. It is converting about 400 May stores to the Macy’s nameplate.

Advertising will run on national and cable television, newspapers, magazines, radio, billboards and online. The company also will send 54-page catalogs to 3.8 million people in markets new to Macy’s.

The switch of the stores Saturday will be celebrated by block parties, ribbon-cutting ceremonies and gift-card giveaways, Federated said Wednesday.

“Consumers soon will see Macy’s as a fashion leader on the national stage, yet accessible locally,” said Anne MacDonald, Macy’s president of corporate marketing and chief marketing officer.