Macy’s has launched a campaign this week celebrating the carefree essence of summer, as stated in a press release. Titled “Summer’s Greatest Hits,” the campaign features a fresh rendition of Bill Withers’ “Lovely Day,” echoing its theme of finding happiness in every moment. The song is performed by Grammy-nominated R&B artist Amber Mark and produced by Grammy award-winning producer Ryan Tedder.
This multi-channel initiative debuted on June 20 and will continue throughout the summer season. It aligns with Macy’s strategic marketing efforts, encompassing summer trends, sales events, and back-to-school shopping milestones. The campaign will also play a significant role in Macy’s annual 4th of July Fireworks broadcast on NBC, featuring a rendition of “Lovely Day.” The fireworks display will additionally stream on Peacock. Digital media, social platforms, out-of-home activations, television, and Macy’s own channels will showcase the campaign, presenting cohesive storytelling around summer themes like barbecues and road trips.
Developed in collaboration with agency Mono, this marks Macy’s first major campaign since Sharon Otterman assumed the role of CMO six months ago. Otterman, whose background spans media, entertainment, and digital transformation, expressed enthusiasm for Macy’s Summer’s Greatest Hits, emphasizing its focus on capturing the essence of memorable summer moments.
This summer initiative follows Macy’s earlier announcement of plans to close 150 stores over the next three years.
