Best Travel Integrated Ad Campaign

Targeting residents of Canada, Mexico, UK, Australia, Sweden, France, Germany, Spain, Italy, Netherlands and New Zealand, the campaign was designed to enhance awareness of Macy’s dedication to diversity and inclusion, position the company as a style-savvy retailer that embraces and sensitively caters to all customers equally and, thereby, attract international LGBTQ travelers to shop and take advantage of visitor services in Macy’s stores.
2019 marked the 50th anniversary of the Stonewall Uprising and WorldPride NYC. In commemoration, Macy’s kicked off its 10th annual “Pride + Joy” initiatives across the U.S., which embodied its commitment to honoring the LGBTQ community. Macy’s Tourism asked Miles to create a multimedia campaign that would shine a light on Macy’s Pride initiatives and its inclusive approach through original articles and videos, including a video series focused on the inspiring personal journeys of LGBTQ social influencers and activists who spent time in NYC during Pride Week. The video series was to live on the Visit Macy’s site (the company’s tourism marketing site) as well as on the Visit Macy’s YouTube channel.
To house the content created by the Miles team and powerfully convey the Macy’s Pride story, Miles conceptualized and developed a new immersive multimedia storytelling content type for the Macy’s tourism website—visitmacysusa.com.
Miles also created a series of display banner ads and a 30-second teaser video focused on the Visit Macy’s LGBTQ social influencer video series, which was placed in-stream on YouTube videos and websites to promote views.

Contributors:

Digital Project Manager, Miles:	Lauryn Peterson
Content Strategist, Miles:	Donna Sapolin
Art Director, Miles:	Rebecca Jones
Web Developer, Miles:	Wes Bryant
Web Developer, Miles:	Erik Olsen
Director of Film & Video/Executive Producer, Miles:	Brianne Zulauf
Video Production Manager, Miles:	Sarah Ferdinandt
Creative Director:	Vince Tartarian

MILES

Website: www.milespartnership.com

Location: USA

About the Agency:

Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content marketing solutions.