Macy's Targets Hispanic Women

Enlace Ads Aim to Soften Exclusive Image
LOS ANGELES–Enlace Communications is unveiling four TV ads for Macy’s West exclusively targeting Hispanic women.
The spots are in Spanish and feature Hispanic actresses in an attempt to reach women 18-49.
“We have been trying to get across to the [Hispanic] consumer that Macy’s is
an approachable store,” said agency creative chief Isabel Kilroe. “Macy’s has an image that is expensive and inaccessible.”
The Los Angeles agency’s 30-second commercials show the merchandise and values that appeal most to Hispanics, many of whom shop at competing department stores such as Sears and J.C.