J.C. Penney Bound for Broadway With Integrated Campaign

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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


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