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JCPenney receives outstanding recognition at Racie Awards

09
Mar '10
J. C. Penney Company, Inc. is proud to announce that it is the recipient of 12 Racie Awards, recognizing the Company's outstanding marketing initiatives in the past year. The Racie Awards - distributed by the Retail Advertising and Marketing Association (RAMA) - honor the year's best ads, commercials, digital efforts and other communication materials in the retail industry.

"Our outstanding recognition at this year's Racie Awards - taking home more awards than any other retailer - is a testament to the continued innovation and exceptional work of our marketing and agency teams," said Mike Boylson, EVP and chief marketing officer for JCPenney. "Our marketing plays a pivotal role in communicating the great value in shopping with JCPenney. This year's Racie Awards highlighted our array of marketing initiatives - from broadcast and print to outdoor, digital and mobile - underscoring our ability to leverage multiple marketing platforms to reach out to customers and communicate JCPenney's exceptional style, quality and affordable prices."

JCPenney was recognized for its marketing efforts with the following awards:

• Gold in the "outdoor" category for the Company's marketing campaign for the grand opening of its Manhattan store
• Gold in the "website experience" category for the Company's "Return to the Doghouse" campaign
• Silver in the "innovation" category for the Company's Asian-American Back-to-School campaign, marking JCPenney's first Racie win for an Asian-American campaign
• Silver in the "social commerce" category for the Company's contemporary style interactive experience on jcp.com
• Silver in the "integrated media campaign large" category for the Company's Back-to-School campaign
• Silver in the "direct mail large" category for the Company's JOE Joseph Abboud direct mail piece
• Silver in the "digital in-store" category for the Company's cash-wrap for its Manhattan store
• Silver in the "single media campaign print large" category for the Company's Cindy Crawford Style spread
• Silver in the "single media campaign print large" category for the Company's "Seventeen Style Council"
• Bronze in the "packaging" category for the Company's packaging for Cindy Crawford Style home product
• Bronze in the "mobile/apps" category for the Company's iPhone app
• Bronze in the "website experience" category for the Company's contemporary style interactive experience on jcp.com

JCPenney was also a finalist for the "Best in Show" award for the Company's "Return to the Doghouse" campaign and also for the "outdoor" category for the Company's Manhattan "Joy of Giving" holiday campaign. Each piece of work was judged on creativity, strategy, results and innovation.

J. C. Penney Company Inc


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