Macy’s Celebrates the Fifth Anniversary of “Believe” Holiday Campaign to Benefit Make-A-Wish

  Macy’s Celebrates the Fifth Anniversary of “Believe” Holiday Campaign to
  Benefit Make-A-Wish

From a school musical to a popular animated special and Santa bus tour, Macy’s
 is spreading the message of generosity through its beloved holiday campaign
         asking to mail your letter to Santa to benefit Make-A-Wish^®

  Macy’s provides $100,000 in grants to support local performances of “Yes,
           Virginia The Musical” at 100 schools across the country

Business Wire

NEW YORK -- November 09, 2012

This holiday season, Macy’s will reprise its annual Believe campaign, bringing
tidings of joy and goodwill to customers nationwide and lending support to
Make-A-Wish. As in previous years, Macy’s invites believers of all ages to
bring their stamped letters to Santa to their local Macy’s, and for each
letter received, Macy’s will donate $1 to Make-A-Wish, up to $1 million.
Macy’s has donated nearly $5 million to Make-A-Wish over the first four years
of its Believe campaign, helping make wishes come true for children with
life-threatening medical conditions. In celebration of the fifth anniversary,
Macy’s is introducing a school musical program, while bringing back signature
initiatives like the National Santa Tour with stops in 26 cities, and National
Believe Day, which will be celebrated on Dec. 14. Through the support of its
devoted customers, Macy’s “Believe” meters and Santa Mail letterboxes will
overflow in this pure celebration of the magic of the holiday season.

Macy's presents "Yes, Virginia The Musical" world premiere performance by
Stagedoor Manor Performing ...

Macy's presents "Yes, Virginia The Musical" world premiere performance by
Stagedoor Manor Performing Arts Training Center (Photo: Business Wire)

“This year marks a milestone as we celebrate the fifth anniversary of our
popular Believe campaign,” said Martine Reardon, chief marketing officer for
Macy’s. “Since we introduced this nostalgic holiday program, our customers
have responded enthusiastically. By providing Macy’s with millions of letters
to Santa, they have encouraged Macy’s in its donation of nearly $5 million to
Make-A-Wish through Believe, thereby impacting positively on countless lives
through wish-fulfillments for children. Through this year’s entertaining and
engaging new elements, we hope participation in the 2012 program will be
greater than ever.”

Macy’s Believe campaign was inspired by the true story of 8-year-old Virginia
O’Hanlon, who, in 1897, wrote a letter to the New York Sun newspaper asking if
there was a Santa Claus. The Sun’s editor, Francis P. Church, responded with a
poignantly-worded essay on the importance of believing that included the now
famous lines “Yes, Virginia, there is a Santa Claus. He exists as certainly as
love and generosity and devotion exist …” His response proved to be one of the
most famous newspaper editorials of all time and continues to capture the
childhood wonder and hope that exists within us all. This holiday season,
Macy’s again invites its customers to share in this spirit of belief and
generosity by visiting their local Macy’s store where they can drop their
stamped letters, addressed to Santa At The North Pole, in special Santa Mail
letterboxes. For each letter received from Nov. 2 to Dec. 24, Macy’s will
donate $1, up to $1 million, to Make-A-Wish, helping to grant the wishes of
children with life-threatening medical conditions.

“Writing a letter to Santa and delivering it to your local Macy’s store is a
quick, simple and fun way to help wishes come true this holiday season. We are
confident that kids and kids-at-heart will make this a record-setting year for
the Believe campaign,” said David A. Williams, president and CEO of
Make-A-Wish America. “We are thankful for Macy’s continued support and
dedication to creating memorable, life-lasting wish experiences that help wish
kids feel better and sometimes even get better.”

Key elements from the fifth annual Macy’s Believe campaign for 2012 will

“Yes, Virginia The Musical”

This holiday season, Virginia is making the leap from the small screen to
school stages through “Yes, Virginia The Musical.” These productions will
bring the heart-warming story to new audiences with more than 100 local
performances being planned in schools nationwide. From California to Florida,
Vermont to Texas, and all points in between, families will follow Virginia and
her friends through a song-filled adventure to prove Santa really does exist.
To help inspire and inform participating schools, Macy’s has provided an
interactive, digital toolkit at, which is equipped with
downloadable scripts and scores, production reference materials and helpful
videos that feature celebrities and the team at renowned acting camp,
Stagedoor Manor Performing Arts Training Center. In support of art and music
education, Macy’s has made the script and score for “Yes, Virginia The
Musical” available on a royalty- free basis to all schools, and has awarded a
total of $100,000 in grants to 100 schools* to help fund their productions of
the musical. For more information about local performances of “Yes, Virginia
The Musical,” as well as a list of schools that received a grant, visit, and click “See The Show.”

Macy’s National Santa Tour with Holiday Happiness Provided by Aflac

Macy’s and Aflac will partner again this year as the National Santa Tour hits
the road, bringing holiday happiness to 26 cities,** coast-to-coast. Santa and
his entourage of elves will board the festive, branded tour bus during this
fourth annual whirlwind tour, which kicks off on Nov. 24. Come see Santa to
tell him what is on your wish list and meet Virginia, who is joining the tour
for the first time! Plus, for those families that want to take a little
holiday happiness home, the official Aflac Holiday Duck is available for
purchase in Macy’s stores nationwide and on For the full National
Santa Tour schedule, visit

National Believe Day

In what has become a high point of Macy’s Believe campaign, Macy’s has
declared Friday, Dec. 14 as “National Believe Day” for 2012. Once again,
Macy’s will call Americans to action in celebration of the holiday season’s
message of generosity and goodwill. Additional details about this very special
day will be released as National Believe Day approaches.

“Yes, Virginia” Animated Special

An instant holiday classic since its 2009 debut, the award-winning “Yes,
Virginia” animated special takes viewers on a magical journey as they follow
young Virginia O’Hanlon on her adventure to discover the truth about the
existence of Santa Claus. The half-hour holiday program features an all-star
cast of voices that includes Neil Patrick Harris, Jennifer Love Hewitt, Alfred
Molina and Beatrice Miller in the title role. In addition to capturing the
hearts of viewers across the country, this charming holiday special helped a
special wish come true for then 11-year-old Make-A-Wish recipient Taylor Hay,
whose voice and likeness were captured for one of the characters.

Presented by Macy’s, “Yes, Virginia” will air on CBS on National Believe Day,
Friday, Dec. 14, at 9 p.m. ET (check local listings). For the first time this
year, a Spanish-language adaptation of “Yes, Virginia” will also air on
Univision on Dec. 23.

“Believe” and “Yes, Virginia” Merchandise

A “Yes, Virginia” illustrated storybook and DVD of the animated special will
be available exclusively in select Macy’s stores and on again this
holiday season. While helping to spread the tale’s inspiring message,
purchases also will help to make children’s wishes come true because 10
percent of the purchase price of each book and DVD sold will be donated to
Make-A-Wish. New this year, believers can purchase the Virginia plush doll
modeled on the animated character. “Believe” and “Yes, Virginia” holiday
trimmings, which include ornaments and stockings, also are available for
customers looking to take home a bit of Macy’s holiday magic.

Virginia Balloon

The Virginia balloon will soar down the Macy's Thanksgiving Day Parade^® route
again this year, marking her third appearance in the lineup. With her letter
to the New York Sun in-hand, the adorable Virginia will glide down the streets
of New York City as she reminds us all to believe.

“Believe” Sitelet and Activity Guide is your destination for the latest information about this
year’s Believe campaign. Create and decorate a letter you can print and bring
to your local Macy’s, learn more about the story of “Yes, Virginia,” or find a
local Santa Mail letterbox. Also available is the “Believe” Activity Guide, a
downloadable, online toolkit in English or Spanish for teachers and schools
that would like to use “Believe” as a writing lesson or activity during the
holiday season.

Macy’s fifth annual Believe campaign launched on Nov. 2 and runs through Dec.
24. You can help Macy’s collect a million reasons to believe by dropping your
letter to Santa at your local Macy’s Santa Mail letterbox.

“Yes, Virginia” was created and produced by Macy's and JWT in conjunction with
The Ebeling Group and MEC Entertainment, a division of Mediaedge:cia. “Yes,
Virginia The Musical” was adapted from the animated special and storybook by
Chris Plehal, by Wesley Whatley (music) and William Schermerhorn (book and
lyrics), the Emmy^® Award-winning creative team behind the original song “Yes,
Virginia (There is a Santa Claus).”

Editor’s Note: For Macy’s “Believe” campaign media materials, including
images, please visit: For more
information about Macy’s “Believe” campaign and National Believe Day, visit

*“Yes, Virginia The Musical” Grant Recipient Schools (as of 11/9/12)

Albany, GA – Sherwood Christian        McKinney, KY – McKinney Elementary
Alexandria, KY – Campbell Ridge          Melbourne, FL – Holy Trinity
Elementary School                        Episcopal Academy
Bluffton, SC – H.E. McCracken Middle     Miami, FL – Archimedean Middle
School                                   Conservatory
Bowie, MD – Yorktown Elementary          Mint Hill, NC – Queen's Grant
School                                   Community School
Brooklyn, NY – P.S. 277                  Monroe, GA – Carver Middle School
Burgin, KY – Burgin Independent          Monroe, NC – Parkwood Middle School
Calhoun, KY – McLean County Middle       Morgan Hill, CA – St. Catherine
School Choir                             School
Cambria Heights, NY – P.S. 176           Morgantown, KY – Morgantown
Queens Cambria                           Elementary School
Heights School                           Mount Rainier, MD – Mount Rainier
Carteret, NJ – St. Joseph School         New York, NY – St. Stephen of Hungary
Catlettsburg, KY – Catlettsburg          Newport, KY – Newport Middle School
Chicago, IL – Elizabeth Peabody          Nicholasville, KY – West Jessamine
Elementary School                        Middle School
Cincinnati, OH – Carson School           Nicholasville, KY – Nicholasville
                                         Elementary School
Cincinnati, OH – Midway School           North Salt Lake, UT – Orchard
Coconut Creek, FL – The Randazzo         North Stonington, CT – North
School                                   Stonington Elementary School
Covington, KY – Fort Wright              Ocala, FL – Howard Middle School
Dalton, GA – Valley Point Middle         Oceanside, CA – Lincoln Middle School
Deland, FL – Freedom Elementary          Orlando, FL – Andover Elementary
School                                   School
Deltona, FL – Discovery Elementary       Orlando, FL – Howard Middle School
Deputy, IN – Deputy Elementary           Osteen, FL – Osteen Elementary School
Derby Line, VT – Holland Elementary      Oxford, GA – Providence Classical
School                                   Christian School
Detroit, MI – Detroit Enterprise         Palm Springs, FL – St. Luke Catholic
Academy                                  School
Douglasville, GA – Chapel Hill           Parker, CO – Charter to Excellence
Middle School                            Charter School
Duvall, WA – Eagle Rock Multi Age        Pasadena, TX – Morales Elementary
East Canton, OH – East Canton            Pepin, WI – Pepin Elementary
Elementary School
East Dover, VT – Dover Elementary        Pittsburgh, PA– Keystone Oaks School
School                                   District
Edinburg, TX – De la Vina Elementary     Port Aransas, TX – H.G. Olsen
Elizabeth City, NC – Sheep Harney        Port Orange, FL – Cypress Creek
Elementary School                        Elementary
Englewood, CO – Charles Hay World        Provo, UT – Edgemont Elementary TREE
School                                   House Program
Fort Washington, MD – Oxon Hill          Ramer, TN – Ramer Elementary School
Middle School
Fort Wayne, IN – Miami Middle School     Readsboro, VT – Readsboro Central
Galivants Ferry, SC – Aynor Middle       Reno, NV – Billinghurst Middle School
Georgetown, KY – Georgetown Middle       Roy, UT – Lakeview Elementary School
Gilman, VT – Gilman Middle School        Saint George, UT – Bloomington Hills
Green Bay, WI – Holy Family School       Saltillo, MS – Saltillo Elementary
Greenbelt, MD – Greenbelt Middle         San Antonio, TX – Pat Neff Middle
School                                   School
Gretna, LA – Ruppel Academy of           Savage, MN – Saint John the Baptist
Advanced Studies                         Catholic School
Hampstead, NC – North Topsail            Sierra Madre, CA – Sierra Madre
Elementary School                        Elementary
Hereford, TX – Northwest Elementary      South Daytona, FL – South Daytona
Hillsboro, OR – Eastwood Elementary      Spanish Fork, UT – Park Elementary
Hopewell Junction, NY – Saint            Springfield, OR – Mount Vernon
Denis-Saint Columba School               Elementary School
Houston, TX – Ridgecrest Elementary      Sylacauga, AL – Nichols Lawson Middle
School                                   School
Huntington, WV – Peyton Elementary       Tucson, AZ – Our Mother of Sorrows
                                         Catholic School
Jerome, ID – Summit Elementary           Visalia, CA – Pro-Youth / HEART After
School                                   School Program
Kailua Kona, HI – Hualalai Academy       Walls, MS – Walls Elementary School
Kingston Springs, TN – Kingston          Waxhaw, NC – Kensington Elementary
Springs Elementary                       School
Kitty Hawk, NC – Kitty Hawk              Waxhaw, NC – Marvin Ridge Middle
Elementary School                        School
Laramie, WY– University of Wyoming       Wendover, UT – Anna Smith School
Laboratory School
Lawrenceburg, KY – Saffell Street        Windsor, VA – Windsor Elementary
Elementary School                        School
Madison, IN – Emery Owen Muncie          Worcester, MA – Vernon Hill School
Massillon, OH – Amherst Elementary

**Cities for Macy’s Santa Tour  (not in date order):

Appleton, WI       Montgomery, MD
Birmingham, AL        Naples, FL
Bozeman, MT           Phoenix, AZ
Buffalo, NY           Port Huron, MI
Christiana, DE        Providence, RI
Chula Vista, CA       Richmond, VA
Dallas, TX            Rockford, IL
Denver, CO            Sacramento, CA
Fargo, ND             Salt Lake City, UT
Holyoke, MA           Santa Ana, CA
Hyannis, MA           St. Louis, MO
Kennesaw, GA          Tulsa, OK
Memphis, TN           Twin Falls, ID

About Macy’s

Macy's, the largest retail brand of Macy's, Inc. (NYSE:M), delivers fashion
and affordable luxury to customers at more than 800 locations in 45 states,
the District of Columbia, Puerto Rico and Guam. Macy's stores and
offer distinctive assortments including the most desired family of exclusive
and fashion brands for him, her and home. Macy's is known for such epic events
as Macy's 4th of July Fireworks^® and the Macy's Thanksgiving Day Parade^®, as
well as spectacular fashion shows, culinary events, flower shows and celebrity
appearances. Building on a 150-year tradition, Macy's helps strengthen
communities by supporting local and national charities that make a difference
in the lives of our customers.

About Make-A-Wish

Make-A-Wish^® grants the wishes of children with life-threatening medical
conditions to enrich the human experience with hope, strength and joy.
According to a 2011 U.S. study of wish impact, most health professionals
surveyed believe a wish-come-true can have positive impacts on the health of
children. Kids say wishes give them renewed strength to fight their illnesses,
and their parents say these experiences help strengthen the entire family.
Based in Phoenix, Make-A-Wish is one of the world’s leading children’s
charities, serving children in every community in the United States and its
territories. With the help of generous donors and more than 25,000 volunteers,
Make-A-Wish grants a wish somewhere in the country every 38 minutes. It has
granted more than 212,000 wishes since its inception in 1980; nearly 14,000 in
2011 alone. Visit Make-A-Wish at

Photos/MultimediaGallery Available:



Julie Strider, Media Relations, 646-429-5213
Kristina DeGrocco, Media Relations, 646-429-7470
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