With the economy in a downturn and world financial markets in meltdown mode, Macy's will try to woo shoppers this holiday season with a simple message: Believe.

The 813-store behemoth's "Million Reasons to Believe" campaign, highlighting the iconic "Yes, Virginia, there is a Santa Claus" newspaper editorial first published in the New York Sun in 1897, will appear in 300 newspapers, on TV and online starting Nov. 9. Two-page newspaper ads will include reprints of the original letter by Virginia Hanlon and the New York Sun's reply, along with blank forms for children to use to write their own letters to Santa.

Like the famous editorial's response to eight-year-old Virgina's question about whether Santa Claus exists, Macy's will try to persuade consumers to believe in family, goodness, magic and Santa, said Martine Reardon, Macy's corporate marketing executive vice president. "These are messages that are especially relevant this year," Ms. Reardon said.

Macy's plans to outfit its stores with "believe stations," where children can sit and write letters to Santa. They will feature "Believe-Meters" to gauge the "collective belief in the spirit of Christmas," said Peter Sachse, the chain's chief marketing officer. Macy's will donate $1 to the Make-A-Wish Foundation for every every letter to Santa that is deposited in its in-store mailboxes.

The campaign also seems focused on generating good will for Macy's, which angered some shoppers two years ago by turning beloved local department stores such as Marshall Field's in Chicago and Kaufmann's in Pittsburgh into Macy's.

By invoking the famous old editorial, Macy's, which just celebrated its 150th birthday, hopes to reinforce its long history of helping to promote Santa and Christmas. "We've been here 150 years and intend clearly to be here for another 150," Mr. Sachse said. "Everyone is looking around and things are falling apart around them. Macy's clearly is not."

Macy's executives wouldn't disclose how much the company is spending on the campaign.