Make-A-Wish® America/Macy’s Believe Campaign

MAWF  Primary Logo smallteamworks communication management was brought on to handle the national Macy’s Believe letter-writing campaign, benefiting Make-A-Wish® America.

maw tucson santa in front of busThis two-pronged media relations campaign includes markets where we promote the Believe Campaign (Macy’s donates $1 for every “letter to Santa” dropped into the Santa Mail Letterbox at any Macy’s location, up to $1 million), and selected Santa Bus Tour markets, in which Santa visits cities across the United  States in his own “rock star style” motor coach.  The program also includes National Believe Day, a day on which wishes made possible through this program are awarded to Wish Kids in 50+ markets across the country.

In 2010, we managed media relations efforts through our associates’ 20 markets and helped generate 1.6 million letters to Santa, an 18% increase over the previous year.  2011 brought 24 markets on board, and more than 1.95 million letters, a 19% increase.  In 2012, teamworks managed PR consultants in 29 markets, and generated 2,787,256 letters, a 43% increase.  Of these letters, more than 833,000 were collected specifically on National Believe Day.

Our team of PR consultants supported this initiative by developing news stories featuring:

  • Past and present Wish Kids
  • School letter-writing campaigns
  • Wish grants on National Believe Day
  • Santa’s visit in bus tour markets

KSAZ 12-7 6PM Make A Wish Santa

In 2012, we generated 155 broadcast TV segments (not including corresponding internet coverage) in 29 markets.


Some highlights:

  • Reno, CA: Santa made a two-hour visit to KOLO TV (ABC), including two interview segments on the morning show, followed by a return appearance for the mid-day news. A visit to a pre-school, complete with the bus arriving and Santa’s entrance, was covered by KTVN TV (CBS) and KRNV TV (NBC).
  • Houston, TX: Believe Campaign segment aired on KHOU TV’s (CBS) “Great Day Houston” to announce a wish granting and celebrate the Wish Kid’s birthday in-studio.
  • Phoenix, AZ:  When an industrious teacher decided to get her entire school involved in a letter-writing campaign, FOX-TV spotlighted the story with a live segment in the classroom on National Believe Day. We also secured a partnership between Macy’s and the top-rated Jonjay and Rich Radio Show, which simulcasts in five markets, to provide a shopping spree for their annual holiday baby contest. This included extensive on-air promotions valued at $49,000 and an online presence to encourage letter writing.
  • Washington, D.C.: Our D.C. PR consultant used her connections with McClatchy News Service to run a Believe campaign news brief that was picked up by more than 14 publications nationwide.

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