JCPenney finds the 'joy of giving'

PLANO, Texas JCPenney has launched its "Joy of Giving" program that extends in store, online and via catalog.

“Consumers are focused on making smart spending decisions this season without sacrificing style or quality,” said Myron Ullman, III, chairman and chief executive officer for JCPenney. “This plays right to our strengths as we have a meaningful gift assortment that will make it fun, festive and affordable to select gifts for family and friends. Bringing the ‘joy of giving’ to America’s families with our best gift assortment offered through aggressive promotions – and delivered with superior customer service and a convenient, easy shopping experience – solidifies JCPenney as the one-stop destination this Christmas."

JCPenney announce that it is once again offering red box gift items, which include a roll-up drum set for $49.99 and a USB turntable for $89.99 which allows users to transfer their favorite vinyl albums to their PC.

The company is promoting the program with a 30-second television spot – created by Saatchi & Saatchi – that launches on Nov. 15. Titled “Through the Eyes of a Child” and featuring the song “You'll See" by Human (featuring Rosi Golan), the spot follows a little boy as he makes his way through a festive home filled with friends and family to deliver a special gift. The spot showcases JCPenney’s gift assortment, highlighting price points and brands. A Spanish version of the spot will also air on all major Spanish-language Hispanic market networks. In addition, an extended 60-second version of the spot will appear in movie theaters nationwide beginning Nov. 20.

JCPenney’s marketing campaign will also celebrate the “Joy of Giving” through an enhanced, interactive jcp.com experience; a gifting application on the company’s Facebook page (www.facebook.com/jcpenney); display ads on various consumer websites; a special mobile phone Wireless Application Protocol (WAP) site; and more. JCPenney will also launch a Christmas marketing campaign targeting the New York consumer specifically for its Manhattan store.