Macy’s Strengthens Belief In Santa Through The Santa Project

Holiday campaign comes to a close with outpouring of more than 7.3
million affirmations of belief in the form of messages, stories, photos,
videos and views

NEW YORK–(BUSINESS WIRE)–This holiday season, the spirit of hope and joy prevailed as people
across the country flooded the Internet with more than 7.3 million
expressions of belief for The Santa Project, launched by Macy’s as part
of its ninth annual Believe campaign. The nationwide movement captured
the hearts of parents and children alike, aggregating responses about
the importance of believing through #SantaProject on social channels.
Along with Macy’s customers and employees, many celebrities got involved
in the movement, including actress Elisabeth Rohm, U.S. Olympic gold
medalist Laurie Hernandez, singer/songwriter Sarah McLachlan and
singer/songwriter Grace VanderWaal. Everyone had a hand in creating
positivity during the holiday season and keeping the magic of Santa
alive in the modern age.

“We saw a lot of incredible feedback and support for The Santa Project
throughout the season,” said Joe Feczko, senior vice president of brand
marketing for Macy’s. “Expressions of belief came in many forms, from
marching band performances and throwback photos with Santa, to videos by
some of today’s biggest stars. Through this campaign, we aimed to change
the landscape, bringing all of the positive stories of Santa to the
forefront so that they can be enjoyed for years to come.”

A compilation of responses is being featured in a Macy’s
television commercial
, airing now through Christmas.

To learn more about how The Santa Project tracked online during the
season, visit More than 2.5 million expressions of
belief have been aggregated from tweets, Instagram posts, letters to
Santa, visits to Santa at Macy’s Santaland and visits to the site
itself, while content about The Santa Project on YouTube has generated
4.8 million views.

The Santa Project was created by Macy’s in partnership with

About Macy’s

Macy’s, the largest retail brand of Macy’s, Inc. (NYSE:M), delivers
fashion and affordable luxury to customers at 734 locations in 45
states, the District of Columbia, Puerto Rico and Guam, as well as to
customers in the U.S. and more than 100 international destinations
through its leading online store at Via its stores,
e-commerce site, mobile and social platforms, Macy’s offers 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. Macy’s flagship stores
— including Herald Square in New York City, Union Square in San
Francisco, State Street in Chicago, and Dadeland in Miami and South
Coast Plaza in southern California — are known internationally and are
leading destinations for visitors. Building on a more than 150-year
tradition, and with the collective support of customers and employees,
Macy’s helps strengthen communities by supporting local and national
charities giving more than $69 million each year to help make a
difference in the lives of our customers.

For Macy’s media materials, including images and contacts, please visit
our online pressroom at


Macy’s Media Relations
Holly Thomas, 646-429-5250
Strider Fukami, 646-429-5213