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Jul 14, 2010
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"New look. New year. Who knew?": J.C. Penney interactive back-to-school campaign

By
Reuters
Published
Jul 14, 2010

PLANO, Texas--(Business Wire)--J. C. Penney Company, Inc. (NYSE:JCP) today launched "New look. New year. Who knew!," an innovative, integrated marketing campaign for the 2010 Back-to-School season.

JC Penney
J.C. Penney School Uniform for Autumn 2010


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. JCPenney continues to be a leading destination for denim, special sizes and school uniforms - all key categories for the Back-to-School season.

"New look. New year. Who knew!" Integrated Marketing Campaign:
Created with agencies, Saatchi & Saatchi New York and Razorfish, JCPenney`s "New look. New year. Who knew!" marketing campaign incorporates an integrated series
of online and offline innovative marketing elements.

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