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JCP launches Spanish-language Christmas marketing campaign

26
Nov '08
J. C. Penney Company Inc has launched a new Spanish-language Christmas marketing campaign, inviting its Hispanic customers to celebrate the joy of giving with JCPenney this season.

Highlighting JCPenney's desirable and affordable gift assortment, the campaign features a 30-second broadcast spot, "Joy Cartoons," along with a series of television vignettes designed exclusively with the top two Spanish-language networks in the country -- Univision and Telemundo -- as well as a television special on Univision in which JCPenney helps to make Christmas wishes come true this season.

"Through our unique partnerships, our marketing campaign helps to bring the joy of giving to life for our Hispanic customers, while showcasing the great value in shopping at JCPenney this season: great style, lasting quality and very affordable prices that makes sense for them and their family," said Mike Boylson, chief marketing officer for JCPenney. "With help from JCPenney, customers are sure to find a memorable gift they can feel proud to give."

- "Joy Cartoons:" The campaign will include a 30-second television spot, "Joy Cartoons," which focuses on a family's joyous emotions as they exchange Christmas gifts. The spot will air in all major Spanish-language Hispanic market networks.

- Univision Partnership: JCPenney's partnership with Univision Network includes a series of gift-giving vignettes titled "Avalancha," starring Univision television personality Carlos Calderon and the 2008 winner of "Nuestra Belleza Latina" ("Our Latin Beauty") Melissa Marty, and highlights an array of affordable gifts that fit everyone's budget this season. The partnership also includes an interactive microsite and online sweepstakes titled "Avalancha de Regalos Navidenos," which will debut in time for Thanksgiving providing customers an opportunity to win hundreds of dollars in JCPenney gifts. Furthermore, the partnership allows for product integration within Univision shows such as "Cristina Sonando Contigo" ("Cristina's Dreaming With You") and "Despierta America" ("Wake Up America"), as well as a star-studded JCPenney-sponsored television special.

- Telemundo Partnership: The Telemundo partnership features two 30-second Telemundo-produced vignettes with actress, Natalia Streignard and popular telenovela actress Catherine Siachoque who currently stars in the popular soap opera, "Sin Senos no hay Paraiso." The vignettes highlight how Christmas is a special holiday to celebrate with family and how everyone can be a smart shopper and purchase gifts for the entire family at very affordable prices this season at JCPenney.

- "JCPenney Presenta: Un Regalo Navideno" Television Special: Continuing the spirit of the season, a JCPenney-sponsored television special "JCPenney Presenta: Un Regalo Navideno," airing nationally on the Univision Network November 28 at 9pm CT, will feature popular Latin musical artists Pedro Fernandez, Angelica Maria and her daughter Angelica Vale, Ricardo Montaner and Pee Wee, a young up-and-coming solo artist and past member of the band Kumbia Kings. As part of the special, JCPenney will celebrate the joy of giving by granting a wish for one special girl to meet her ultimate idol, Pee Wee, and also award three deserving Hispanic families with a Christmas wish come true.

J. C. Penney Company Inc


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