Macy’s - Mobile Billboard Advertising

Summary

Macy’s was in the process of revitalizing its operations and knew that its marketing strategy needed to follow a similar course of action. Having been around for 60+ years and relying on many traditional media strategies, it was time for innovation. Partnering with Movia, Macy’s launched 6 Mobile Billboards across 3 markets, including Woodfield-Illinois, Wintergarden-Florida, and Wyomissing-Pennsylvania, to promote new store openings happening this summer. Utilizing Mobile Billboards, making deliveries to high-traffic shopping centers and residential neighbourhoods reached new audiences that Macy’s was keen to attract. Being a staple across multiple generations, Macy’s showcased how being nibble and innovative can drive success for any legacy brand looking to break the mold and stay relevant in the competitive retail landscape. Driver feedback across all three markets from people commenting and asking questions proved the power of Mobile Billboards and how they are a contextually relevant part of a successful media strategy.