J.C. Penney Bound for Broadway With Integrated Campaign

Share this article:
J.C. Penney's latest integrated marketing campaign will include a 15,000-square-foot temporary store in New York's Times Square outfitted with interactive kiosks that let shoppers buy all of the merchandise available on jcp.com.


The temporary store, which will be open March 3-26, as well as other branding initiatives scheduled to debut next month, aim to coincide with Penney's exclusive retail sponsorship of the Academy Awards telecast March 5 on ABC. This is the fifth consecutive year that J.C. Penney has sponsored the awards.


The One Times Square building at 42nd Street and Broadway will be transformed into a big red box modeled after Penney's signature trademark and labeled the JCPenney Experience store. Shoppers will find an exclusive assortment from the spring collections of the company's private and exclusive brands.


The store also will be the site of a series of promotional events including a benefit for Broadway Cares on March 2.


J.C. Penney will unveil its spring ad campaign during the Oscars telecast. In addition, it will introduce broadcast and print advertising as well as an online marketing alliance with AOL/Yahoo that will let customers view the company's TV ads online and click and buy the featured merchandise.


Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

7 Ways to Take Your Marketing Strategy to the Big Leagues

7 Ways to Take Your Marketing Strategy to ...

A game-winning omnichannel strategy must be seamless, synchronous, and symbiotic.

Pet World's Multichannel Marketing Is a Whole Other Animal

Pet World's Multichannel Marketing Is a Whole Other ...

The family owned pet store redesigns its website to bring the in-store experience online.

Complexity's What Marketers Got, Simplicity's What They Want

Complexity's What Marketers Got, Simplicity's What They Want

Customer insights managers want campaign management tools to remain easy to use, even as they up their games with multi-layered campaigns.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.