The TV special - “Yes, Virginia” was conceived from a brief to extend and deepen Macy’s “Believe” holiday marketing platform from 2008. The central inspiration of the campaign was the famous “Yes, Virginia” editorial that ran in The New York Sun in 1897 that expressed the importance and power of “Believing.” The challenge was to successfully debut this new 30-minute holiday special among a crowded field of old favourites, as well as other newcomers. What’s more “Yes, Virginia” needed to be accepted as a true holiday classic versus an extension of an ad campaign. This required a delicate balance of pitching the entertainment media, as well as advertising trade press to generate buzz before and after it aired.

All told, “Yes, Virginia” generated upwards to 1.84 billion media impressions. When the half-hour animated holiday special aired on CBS on Dec. 11, 2009, 3.7 million people tuned in.

What’s more, the groundswell of press surrounding the show helped lift overall exposure for Macy’s during its critical retail season amid a soft economic climate. “Yes, Virginia” is now an established property that will help anchor Macy’s future holiday marketing efforts, as well as serve as a long-term revenue generator.

· Made the celebrity talent announcement to print and broadcast entertainment outlets.· Pitched a wide variety of media to promote tune-ins including national talk shows and entertainment news programmes.

· Held a special screening for the cast, media and members of Virginia O’Hanlon’s family at the original O’Hanlon residence on the Upper West Side of Manhattan.· The ad trades were briefed on this one-of-a-kind special, which is arguably the first-ever full-length animated holiday special created entirely by an advertising agency.· Reached out to top-tier sites and mommy/family blogs to set up special screenings and/or invites to premiere.· Pitched reviews to key media.· Sent exclusive photos to weeklies and online outlets.· Assets were deployed both online and in-store at Macy’s across the country.

· Partnered with CBS to utilise all tune-in opportunities via the network’s properties.· Worked in conjunction with local area Make-a-Wish Foundations.

“Yes, Virginia” cemented itself as a new holiday classic and a franchise that will continue to generate revenue through merchandise, DVD sales and other channels. “Yes, Virginia” reached more than 3.7 million viewers. PR resulted in a substantial lift in overall exposure during Macy’s most critical season with 1.84 billion impressions generated. On the night of the show, “Yes, Virginia” was Google’s No. 1 and No.4 hottest search terms. “Yes, Virginia” made TV Guide’s coveted Hot List. USA Today said, “Like Santa himself, Virginia should be a welcome Christmas visitor for years to come.” The Parents Television Council named it the Best TV Show of the Week.Holiday sales for the five-week period ending Jan. 2, 2010 achieved Macy’s sales goals: $4.4 billion in sales, 1% growth in same-store sales and 29% growth of Macys.com.