In support of Feeding America ® and member food banks

1. Macy’s Fall 2009 Campaign In support of Feeding America® and member food banks

2. Platform idea Strategy Come Together Come Together Over Dinner The Magic of Macy’s Campaign Platform

3. Our support of hunger relief • Since 1998, Macy's volunteers have raised 40.3 million pounds, providing 62 million meals to local food banks • In 2008, Macy’s helped provide 1 million meals to families during Thanksgiving through support of Feeding America

4. Campaign Call To Action • Join Macy’s and help provide 10 million meals for Feeding America by hosting a dinner in your home • Macy’s matches donations up to 10 million meals

5. 3 Ways Customers Can Participate • HOST a dinner to raise money (friends and family donate at macys.com, Macy’s matches donations until we reach 10 million meals) • GIVEa $1 donation at any Macy’s register (Macy’s matches until we reach 10 million meals) • SHOPfor a Cause on October 17 ($5 Shopping passes sold at Macy’s with portion of proceeds to benefit Feeding America)

6. Special Events • Kick-off Dinner Party at Macy’s Herald Square • Hosted by Martha Stewart and Emeril Lagasse • World’s Largest Dinner Party – September 15 • Simultaneous event at 675 Macy’s stores at 6pm local time • 50 Culinary and Fashion Events across the country • Featured Macy’s Culinary Council Chefs, Sept. 17 – Oct. 21

7. Robust Marketing Plan • National TV Spot • Newspaper Ads in papers across the country • Magazine Ads in national and regional publications • Direct Mail campaign • Radio • On-line advertising and social media • Integration with select TV programs • Select outdoor media • In-store displays, new shopping bag, etc.

8. TV Commercial

9. Macy’s TV Commercial

10. Newspaper Ads, Direct Mail, Magazine

11. Newspaper Disrupter Ads

12. Microsite on macys.com

13. Visual Displays

14. Results • Provided 10 million meals for Feeding America • Shop For A Cause raised an additional $1.5 million + • Generated 229,332,774 media impressions • Impacted over 200 Feeding America members • Reached 180,000 + Macy’s employees (thousands participated in their own dinner parties) • Millions of paid media impressions (TV, ROP, radio, etc.) • Thousands of customers hosted parties and donated

15. United Airlines and Feeding America Nicole Lee-Kline November 5, 2009

16. Connect Leverage our aircraft, people and global network to aid organizations that help others Inspire Support organizations that foster discovery, promote learning and give hope Engage Support our communities through participation, volunteerism and fundraising Arts and Culture Youth with Potential Health Initiatives Humanitarian Aid We Are Committed to Addressing Civic and Community Needs Across Unifying Focus Areas • The underpinnings of our program to date create connectivity, provide inspiration and engage our customers and employees

17. American Cancer Society • Fisher House Foundation • Shriners International Hospitals • Make a Wish Foundation • Special Olympics • U.S. Olympic Team Key Partners CONNECT: We Leverage Our Assets to Provide Our Partners with Critical Resources and Access to Enable Fulfillment of Their Mission Examples: • American Cancer Society, Hugyou Bear Campaign • To date, raised 100 million miles through our customers to connect patients to treatment • Raised over $300,000 through our customers to help further the ACS mission • ORBIS Flying Eye Hospital • Utilizes United Airlines donated plane and miles to help build local capacities in places like Bangladesh, Ethiopia and India • Since 1982, treated more than 9.7 million people for blindness-related diseases • Feeding America • Leverages our media assets channels to raise awareness about the hunger crisis in America • During Hunger Action Month in September, our customers contributed more than 2.5 million Mileage Plus Charity Miles

18. This Year, We Improved Our Community Engagement and Impact by Leveraging Other Assets • We continued to improve our community engagement with our customers • Improving the impact on our communities by using our planes and access to customers to raise funds and support for our community partners and causes • Enabling our employees to participate in and contribute to programs that are important to them

19. Stats on United Media Assets • Hemispheres – 1.9 million • In Flight Entertainment – 3.5 million • Digital displays in Red Carpet Clubs • Mileage Plus Newsletter – 9.5 million

20. United’s partnership with Feeding America • Hunger Action Month • Full page print ad, Hemispheres Magazine • :48 video PSA spot in United’s In Flight Entertainment • :30 flash PSA in Red Carpet Clubs (digital display) • Rock a Little, Feed a Lot • Presenting Sponsor • Charity Miles Account • 3 Million miles donated by United Mileage Plus Members • Marketed to 9.5 million MP Members via the electronic newsletter • Employee Engagement • In development

21. Consumer and Employee Engagement- Food Bank Perspective

22. Local Food Banks have a variety of assets to engage local and donor communities Electronic and Social Media (website, Facebook, twitter, blogs) Print Communications (Newsletter, Direct Response) Media Relations (paid and earned media) Volunteer Opportunities Strong local partners Promotional Periods

23. Engaging the local community and activation of assets is dependant on strength of opportunity and timing What is the nature of the program? What other key events/ activities are in our marketplace? Does the program demonstrate local relevance and benefit? Is there a clear and simple path for consumers/donors to engage? What are the assets the sponsoring partner is willing to put against it?

24. Food Banks have the ability to customize approach when corporate partner’s goals are transparent and we have adequate time to activate in our market Who are your target audiences? What are your broader business outcomes? How will you measure success? Have you worked through Feeding America to have an advance conversation with food banks in key local markets?