Macy's Celebrates the Fifth Anniversary of "Believe" Holiday Campaign to Benefit Make-A-Wish

NEW YORK - (BUSINESS WIRE) - This holiday season, Macy's will reprise its annual Believe campaign, bringing tidings of joy and goodwill to customers nationwide and lending support to Make-A-Wish. As in previous years, Macy's invites believers of all ages to bring their stamped letters to Santa to their local Macy's, and for each letter received, Macy's will donate $1 to Make-A-Wish, up to $1 million. Macy's has donated nearly $5 million to Make-A-Wish over the first four years of its Believe campaign, helping make wishes come true for children with life-threatening medical conditions. In celebration of the fifth anniversary, Macy's is introducing a school musical program, while bringing back signature initiatives like the National Santa Tour with stops in 26 cities, and National Believe Day, which will be celebrated on Dec. 14. Through the support of its devoted customers, Macy's "Believe" meters and Santa Mail letterboxes will overflow in this pure celebration of the magic of the holiday season.

Macy's presents "Yes, Virginia The Musical" world premiere performance by Stagedoor Manor Performing Arts Training Center (Photo: Business Wire)

"This year marks a milestone as we celebrate the fifth anniversary of our popular Believe campaign," said Martine Reardon, chief marketing officer for Macy's. "Since we introduced this nostalgic holiday program, our customers have responded enthusiastically. By providing Macy's with millions of letters to Santa, they have encouraged Macy's in its donation of nearly $5 million to Make-A-Wish through Believe, thereby impacting positively on countless lives through wish-fulfillments for children. Through this year's entertaining and engaging new elements, we hope participation in the 2012 program will be greater than ever."

Macy's Believe campaign was inspired by the true story of 8-year-old Virginia O'Hanlon, who, in 1897, wrote a letter to the New York Sun newspaper asking if there was a Santa Claus. The Sun's editor, Francis P. Church, responded with a poignantly-worded essay on the importance of believing that included the now famous lines "Yes, Virginia, there is a Santa Claus. He exists as certainly as love and generosity and devotion exist ..." His response proved to be one of the most famous newspaper editorials of all time and continues to capture the childhood wonder and hope that exists within us all. This holiday season, Macy's again invites its customers to share in this spirit of belief and generosity by visiting their local Macy's store where they can drop their stamped letters, addressed to Santa At The North Pole, in special Santa Mail letterboxes. For each letter received from Nov. 2 to Dec. 24, Macy's will donate $1, up to $1 million, to Make-A-Wish, helping to grant the wishes of children with life-threatening medical conditions.