Macy’s is geared up for summer.
It launched a new campaign Thursday called Summer’s Greatest Hits celebrating the beginning of summer. The activities extend to online and in-store experiences, through their assortment and at the Macy’s Fourth of July fireworks. It is the first campaign under new chief marketing officer Sharon Otterman.
Macy’s will launch a new summer anthem — a fresh version of the classic, “Lovely Day,” by Bill Withers. Performed by Grammy-nominated R&B artist Amber Mark and produced by three-time Grammy-winning producer Ryan Tedder, it captures the essence of summer’s carefree spirit. Mark will perform “Lovely Day” on the Macy’s Fourth of July Fireworks, to be broadcast nationwide on NBC and streaming on Peacock.
“We love celebrating the start of a new season from kicking off summer with our iconic fireworks to kicking off the holidays with Thanksgiving. Macy’s Summer’s Greatest Hits will lean into what’s special about summer moments. From the first day of summer, to the Fourth of July, to back-to-school shopping, we will celebrate all that makes summer, summer,” Otterman said. “We bring this campaign to life with exciting online and in-store experiences, enriched with compelling storytelling, music and creative across our platforms.”
The campaign highlights summer’s greatest hits such as casual essentials, special occasion dressing and must-have beauty products among other items. The images feature road trips, poolside barbecues and weddings. The campaign was shot by the agency Mono.
“Lovely Day” is such an iconic summer song, and when Ryan and Macy’s reached out about having me on vocals for their summer campaign and to perform at the fireworks, the answer was pretty obvious. It felt like a natural fit. Let’s keep the summer vibes going,” Mark said.
The Summer’s Greatest Hits campaign launched across TV, digital media, social, out-of-home and on Macy’s brand channels. Macy’s will feature a weekly countdown celebrating Summer’s Greatest Hits via unified storytelling across digital, social and in-store moments.
Macy’s fireworks will air on NBC (and will be streamed on Peacock) on July 4 from 8 to 10 p.m. ET and PT and 7 to 9 p.m. CT. An encore presentation of the show will also air at 10 p.m. ET and PT.
As reported, the Macy’s Fourth of July Fireworks will move this year to the Hudson River from the East River for the first time in 11 years. The event will feature thousands of shells and an array of effects from barges situated along the Hudson River with multiple viewing opportunities in Manhattan between West 14th and West 34th Streets and in New Jersey.
SOURCE: Women’s Wear Daily
