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RAPAPORT...
Macy’s presented a sitcom-style blitz, featuring “guest stars” including Camila Alves, Justin Bieber, Sean “Diddy” Combs, Marcus Samuelsson, Carlos Santana, Martha Stewart, Taylor Swift, Donald Trump, and sitcom legend Florence Henderson this week. This September, taking a cue from pop television, Macy’s debuted ''What’s in Store?,'' a new ''retailality'' comedy that follows the hilarious situations that befall new Macy’s Herald Square store manager, Harold, as he collides with stars and wacky situations that make store fun and fashionable. “For more than 65 years, Macy’s has provided television viewers nationwide with unparalleled entertainment experiences. From the multiple Emmy-winning Macy’s Thanksgiving Day Parade and the No. 1 entertainment special on Independence Day - Macy’s 4th of July Fireworks Spectacular, to appearances on 'Project Runway,' 'Fashion Star' and more, Macy’s has been at the forefront of television entertainment and pop culture conversation,” said Martine Reardon, Macy’s chief marketing officer.  “With What’s in Store?, we are taking the next step in bringing the magic of Macy’s closer to audiences everywhere as we collectively share in the remarkable and hilarious everyday situations that Harold and other store employees experience at the World’s Largest Store.” The first “season” of What’s in Store? will unfold via a series of television spots and online content ranging in length from 15 to 60 seconds. Designers and celebrities make guest appearances. Subsequent television spots will highlight Harold interacting with several Macy’s celebrity designers. What’s in Store? is part of the next evolution of Macy’s “Only One Star” brand strategy, which encompasses the company’s ability to deliver the stars of fashion, food and home to customers everywhere.
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