A Whole New Look at Macy's Introduced and Promoted in a Whole New Way through Los Angeles Times

LOS ANGELES, Sept. 8, 2006 – As Macy's today re-launches its brand with the unveiling of more than 400 new stores across the country, the retailer is blanketing Southern California through a comprehensive multimedia campaign in the Los Angeles Times.

The campaign features a series of advertising firsts:

  • Innovative use of newspaper advertising – For the first time, four separate sections of Los Angeles Times have each been "wrapped" with a Macy's-branded spadea. The four-color brand ads are a first for the Los Angeles Times, and a departure from the retailer's traditional price-driven newspaper advertising.
  • Comprehensive digital campaign – A five-week latimes.com campaign, launched today, features branded banner ads, in addition to streaming Macy's new television campaign, "Dancing in the Streets." The homepage positioning further extends the campaign's online and broadcast reach.
  • Customized Hispanic campaign – Hoy, the Los Angeles daily Spanish-language newspaper published by Tribune Company, today features a Macy's-branded "false cover" catering to Southern California's growing and dynamic Hispanic community.

"Every aspect of Macy's re-launch embodies a sense of style and fun," said Sheila Field, senior vice president, marketing and sales promotion, Macy's West. "From the stores themselves, to the high-energy multimedia ad campaign, and the innovative way we have worked with the Los Angeles Times to use traditional media in original, daring and surprising ways. All symbolic of Macy's Way to Shop!"

"Macy's thinks big, and the Los Angeles Times thinks bold," said Dave Murphy, general manager, Los Angeles Times. "Just as Macy's has reinvented its stores and its brand, the Los Angeles Times is reinventing traditional newspaper advertising by creating customized, multimedia platforms that provide unparalleled reach and offer exciting and innovative new ways for Macy's to reintroduce itself in Southern California."

About Macy's

Macy's, the largest retail brand of Federated Department Stores, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Offering distinctive assortments including exclusive fashion and home brands, Macy's stores are operated by seven regionally based retail divisions – Macy's East, Macy's Florida, Macy's Midwest, Macy's North, Macy's Northwest, Macy's South, and Macy's West – and an online store at macys.com.

About the Los Angeles Times

The Pulitzer Prize-winning Los Angeles Times is the largest metropolitan daily newspaper in the country, with a daily readership of nearly 2.2 million and about 3.3 million on Sunday. With its media businesses and affiliates – including latimes.com, TheEnvelope.com, Times Community Newspapers, Recycler Classifieds, Hoy, and California Community News – the Los Angeles Times reaches approximately 7.6 million or 58 percent of all adults in the Southern California marketplace every week.

The Los Angeles Times, which this year marks its 125th anniversary covering Southern California, is part of Tribune Company (NYSE: TRB), one of the country's leading media companies with businesses in publishing, the Internet and broadcasting. Additional information about the Los Angeles Times is available at www.latimes.com/mediacenter.

David Garcia

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