Macy's West is celebrating the Aug. 12 grand opening of its newly revamped San Francisco location with a multimillion-dollar campaign positioning the department store as a bright, shining star.
The Bay Area effort, created in-house, includes radio, print and outdoor executions, and features photos of local celebrity "stars" such as San Francisco mayor Willie Brown and music director Michael Tilson Thomas, all captured by famed photographer Annie Leibovitz. Text for the ads reads, "Star light, star bright ... a glittering store so shiny and new.
A store with the future clearly in view!"
Festivities around the campaign include free concerts in Union Square, where the store is located, and a chance at Macy's Mens Store to meet, greet and admire the "real-life Dallas firemen" recently featured in Jockey underwear ads.
--Jane Irene Kelly