Macy's 'Yes, Virginia The Musical' Campaign Offers Production Grants
Katherinev123 — August 23, 2012 — Life-Stages
References: yesvirginiamusical & popsop
Macy's 'Yes, Virginia The Musical' campaign is helping schools across the United States fund and develop musicals. With the goal to educate and also entertain students in grades three through six, the campaign, created by JWT, comprises a dedicated website that offers students and teachers all the things they need to create a musical: scripts, scores, reference materials and more.
The campaign site also allows visitors to apply for a $1,000 grant that can be used toward the production of a musical. Macy's will give this grant to the first 100 accredited schools that apply.
As for Macy's own 'Yes, Virginia The Musical,' the production is based on the non-musical TV special 'Yes, Virginia.' The musical version features work by creative directors Wesley Whatley and William Schermerhorn who wrote the music and lyrics, respectively.
The campaign site also allows visitors to apply for a $1,000 grant that can be used toward the production of a musical. Macy's will give this grant to the first 100 accredited schools that apply.
As for Macy's own 'Yes, Virginia The Musical,' the production is based on the non-musical TV special 'Yes, Virginia.' The musical version features work by creative directors Wesley Whatley and William Schermerhorn who wrote the music and lyrics, respectively.
Trend Themes
1. Educational Musicals - The Macy's 'Yes, Virginia The Musical' campaign highlights the trend of using musicals as a tool for education and entertainment for students in grades three through six, presenting an opportunity for other retailers or organizations to create similar initiatives.
2. Grants for School Productions - The inclusion of a $1,000 grant in the Macy's campaign offers a disruptive innovation opportunity for retailers to support schools in their local communities by providing funding for musical productions, potentially strengthening brand connections and community engagement.
3. Digital Resources for School Musicals - The dedicated website created for the Macy's campaign demonstrates the trend of providing comprehensive digital resources for schools to facilitate the creation of musicals, showcasing an opportunity for technology companies to develop platforms or tools tailored to the needs of educators and students in the performing arts.
Industry Implications
1. Retail - The Macy's 'Yes, Virginia The Musical' campaign presents a disruptive innovation opportunity for retailers to align with the education sector by supporting schools and enabling the production of musicals, fostering positive brand associations and community relationships.
2. Entertainment - The trend of utilizing musicals as a means of education and entertainment, as showcased by Macy's 'Yes, Virginia The Musical' campaign, presents an opportunity for the entertainment industry to develop more educational and interactive productions targeted at young audiences.
3. Technology - The creation of a dedicated website with digital resources for school musicals in the Macy's campaign reveals an innovation opportunity for technology companies to create specialized tools or platforms that cater to the unique needs of educators and students in the performing arts field.
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