JC Penney launches holiday campaign

J.C. Penney Company Inc. has launched an integrated marketing holiday campaign that includes a gift microsite and its first-ever gift guide.

The new campaign, created by Saatchi & Saatchi, highlights the multichannel merchant's gift assortment while encouraging customers to believe that their most ambitious dreams and wishes will come true this Christmas. It features a rare John Lennon recording and includes direct mail, Internet marketing, mobile phone text messages, viral marketing and traditional media.

TV commercials include a 30-second spot that follows a young girl as she tries to build a rocket ship bound for the North Pole. Additional spots will feature Christmas wishes coming true.

The gift microsite, at www.jcpgifts.com, enables users to find gifts by price range, person and category; choose a holiday gift card and e-gift card; create and manage gift wish lists and Santa registries; print personalized gift tags; send e-greetings; watch JC Penney's commercials; sign up for shopping information to be text messaged to their mobile phones and download ringtones.

The microsite also features a shipping schedule countdown and printable coupons.

For the first time, Plano, TX-based JC Penney is offering a 72-page Ultimate Gift Guide featuring gifts that are available across all three shopping channels. The guide will be available in stores and mailed directly to customers.