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JC Penney kicks off New look. New day. Who knew
Mar '10
J. C. Penney Company, Inc. announced the launch of its 2010 spring marketing campaign, with the overriding goal of helping customers discover the new, higher level of fashion in its merchandise assortments. Over the last several years, JCPenney has made dramatic strides in "stepping up" its style and, as a result, now offers a better, more exciting shopping experience than ever before. To celebrate this, the banner for new campaign is: "New look. New day. Who knew." The campaign will launch March 7th, during the Company's exclusive retail sponsorship of the Academy Awards.

"We have made it our mission to bring a level of affordable style to our customers that they cannot find anywhere else. For those who have not shopped with us recently, customers will see it as a new day for JCPenney," said Myron E. (Mike) Ullman, III, chairman and chief executive officer. "Highlighting some of our most-coveted brands, our new, integrated marketing campaign is designed to show America what they will discover at JCPenney."

Recent merchandise additions from the hottest design and style experts, like Allen Schwartz, Mary Kate Olsen and Ashley Olsen and Cindy Crawford, join fast-fashion brands City Streets and Decree in Juniors, and a compelling line-up of powerful private brands like Worthington, a.n.a , Stafford, Linden Street and Ambrielle, establishes JCPenney as the destination for today's must-have fashions for apparel and home. With the opening of more Sephora inside JCPenney beauty boutiques, the upcoming launches of Liz Claiborne and MNG by Mango, customers will have more reasons to shop JCPenney than ever before.

Spring Integrated Marketing Campaign:

Created in collaboration with ad agency Saatchi & Saatchi, the campaign will kick-off with five 30-second broadcast commercials during the Academy Awards, one of Hollywood's biggest nights of fashion. Showcasing JCPenney's stepped-up style - and great prices - across multiple merchandise categories, the commercials will include three Women's apparel spots (an anthem Women's fashion spot, plus two additional spots titled "First Date" and "Anticipation," featuring key outfits and spring trends from brands such as ALLEN B., nicole by Nicole Miller, she said, a.n.a, Worthington and Bisou Bisou); one Men's apparel spot (titled "Sneaking Out," featuring key Men's brands such as Levi's, J. Ferrar, and JOE Joseph Abboud); and one Home merchandise spot (showcasing JCPenney's new Cindy Crawford Style brand). Additionally, a 30-second spot showcasing JCPenney's new Juniors brand, Olsenboye, will premiere during the pre-Oscar coverage on ABC and E!

JCPenney will further raise its style bar by highlighting head-to-toe looks of the season's must-have trends and brands through various customer touch points including print, social and online components and through trend statements throughout the store. The campaign's broadcast commercials will continue to air over the next few weeks on highly-rated primetime shows and cable programming and will be introduced to Hispanic customers when aired during JCPenney's exclusive retail sponsorship of Univision's Premio lo Nuestro show.

J. C. Penney Company, Inc

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