Helping Macy's give back to the community

Macy's, America's largest department store chain, supports many community institutions in cities where it has stores. A new brand in the Twin Cities, Macy's wanted to continue its tradition of supporting local nonprofit organizations. Through its Museum Adventure Pass program, Macy's allows library card holders to "check out" local art exhibits and cultural events for free.

The museum-pass program was set to launch two days before the department store's name changed from Marshall Field's. Macy's asked Padilla Speer Beardsley to develop a comprehensive media relations campaign to promote the program specifically and to more broadly convey Macy's commitment to its predecessor's philanthropic legacy.

Key messaging promoted Macy's steadfast community support and its plans to create even more new opportunities to give back to the Twin Cities. The museum-pass campaign resulted in more than 11 million media impressions, and 30,000 passes were checked out during the first week alone.

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