Macy’s, already one of the country's largest advertisers, is looking to augment that spend with partnerships designed to lure more shoppers into its stores.

After undergoing a name change (the corporate entity was formerly known as Federated Department Stores) and consolidating its marketing departments, Macy’s now has a national footprint, which allows it to engage in deals like a recent co-promotion for Warner Bros.’ Sex and the City 2, Norwegian Cruise Line and the Tony Awards. Those deals, announced within the last two months, build on sampling partnerships over the past year with Clorox, Ocean Spray, Dell and Q-tips that showcased products not sold in Macy’s stores in an attempt to draw new customers.

Martine Reardon, evp, marketing at Macy’s, said the push