By  on October 31, 2008

For its 2008 holiday advertising, Macy’s is not simply counting on price promoting and pushing values. In a marketing twist, nostalgia and a charity connection will play a big part in the effort to drive families to the stores.

Macy’s “Believe” campaign kicks off Nov. 9 and is inspired by the New York Sun’s famous editorial in 1897 written by newsman Francis P. Church in response to a letter from eight-year-old Virginia O’Hanlon in 1897 asking if there is a Santa Claus. Church responded with an essay on the importance of believing, writing, “Yes, Virginia, there is a Santa Claus. He exists as certainly as love and generosity and devotion exist.”

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