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JCPenney unveils creative 'Back-to-School' campaign
Jul '10
J. C. Penney Company, Inc. launched "New look. New year. Who knew!," an innovative, integrated marketing campaign for the 2010 Back-to-School season. When it comes to marketing to teens, JCPenney has always led the way with cutting edge, creative marketing and this Back-to-School season is no different. Underscoring JCPenney's position as the national Back-to-School fashion headquarters, this year's campaign combines traditional marketing initiatives with the latest digital, social and mobile experiences - from haul videos and augmented reality to mobile iAds - while inviting teens to discover JCPenney as a destination for affordable style.

"Personalization and self-expression are important to teens and they want their look to reflect their unique personalities and style. And for teens, there is no better time to put their best fashion forward than Back-to-School," said Mike Boylson, executive vice president and chief marketing officer for JCPenney. "Our campaign will solidify JCPenney's leadership as a fashion-forward destination for creating complete head-to-toe looks. Using an array of innovative interactive and user-generated content, our Back-to-School marketing encourages teens to take control and discover our extensive assortment of exciting styles and brands at affordable prices."

JCPenney offers a variety of lifestyle options and is a one-stop-shop for all teen style needs from apparel and accessories to beauty with the Company's Sephora inside JCPenney concept. Underscoring JCPenney's leadership at the No. 1 department store in the mall for teens, the campaign will highlight JCPenney's assortment of private, exclusive and national brands such as The Original Arizona Jean Company, Levi's, Decree, City Streets, RS by Sheckler, Olsenboye, Rusty, Vans, Ditch Plains and Converse as well as new brands this season - Uproar, Supergirl by Nastia and Zoo York. Additionally, JCPenney continues to be a leading destination for denim, special sizes and school uniforms - all key categories for the Back-to-School season.

JCPenney is one of America's leading retailers, operating 1,107 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation's largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a compelling price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $17.6 billion in 2009 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's approximately 150,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney.

J. C. Penney Company Inc

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