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JCP to launch spring campaign at Annual Academy Awards
Feb '09
J. C. Penney Company Inc announced a new integrated spring marketing campaign to showcase the retailer's compelling selection of affordable, exclusive designer brands from its portfolio of authentic designers, including nicole by Nicole Miller, Bisou Bisou by Michele Bohbot, ALLEN B. by Allen B. Schwartz, Fabulosity by Kimora Lee Simmons and I “Heart” Ronson by Charlotte Ronson.

“Now more than ever, customers are looking for exceptional designer style at a price that makes sense for their families and their budgets, and our exciting new spring campaign makes it clear that JCPenney is the place to find it,” said Mike Boylson, chief marketing officer of JCPenney.

“Thanks to dramatic efforts over the last several years, we have significantly stepped up our style with powerful new national, private and exclusive brands – elevating the fashion in our merchandise assortment to a whole new level. Our spring campaign reflects our success in delivering brands that inspire and enable customers to have the exceptional style they desire at the affordable prices found only at JCPenney.”

Created in collaboration with ad agency Saatchi & Saatchi, the marketing campaign will launch on Feb. 22 to the nearly 30 million viewers of the 81st Annual Academy Awards, one of Hollywood's biggest nights of fashion. This year marks JCPenney's eighth consecutive year as the show's exclusive retail sponsor.

Kicking off the commercials will be a “teaser” spot – created exclusively for the Academy Awards – that provides a sneak preview of five affordable designer brands available exclusively at JCPenney. Five additional 30-second spots, each designed to highlight the authenticity and unique essence of a specific brand, will air throughout the broadcast.

One spot introduces I “Heart” Ronson by Charlotte Ronson, one of the Company's most recent brand additions launching this spring in JCPenney stores and online at jcp.com. Featuring the song “Two Doors Down” by the Mystery Jets, the spot shows a woman culling through her trendy, spring collection of I “Heart” Ronson clothing to get ready for an evening rendezvous with her boyfriend.

Another spot – featuring Sleepy Rebels' song “Unbelievable” – shows a group of friends, adorned in nicole by Nicole Miller's stylish modern apparel, meeting up for a free-spirited, fun day that consists of sipping tea, playing outside and taking pictures. Three additional 30-second spots feature the latest spring collections from Bisou Bisou by Michele Bohbot, ALLEN B. by Allen B. Schwartz and Fabulosity by Kimora Lee Simmons. A final “montage” spot showcasing the five exclusive designer brands will run near the end of the Academy Awards broadcast.

Following the Academy Awards, viewers can expect to see the spots air over the next few weeks on highly-rated primetime shows and cable programming – reaching more than 75 percent of all women ages 18 to 49. Additionally, print ads reaching nearly 160 million readers will appear in key consumer magazines starting in March, and video vignettes of some of the featured brands, along with fashion tips and ideas from JCPenney's designers, will be available on jcp.com.

New interactive features will also create a more exciting online shopping experience, enabling customers to review and easily purchase complete “head-to-toe” looks from each collection.

The spring campaign will be introduced to JCPenney's Hispanic customers on the leading Spanish-language television network, Univision, during JCPenney's exclusive retail sponsorship of Nuestra Belleza Latina on March 1 and Premio lo Nuestro a la Musica Latina on March 26.

J. C. Penney Company Inc

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