JCPenney launches BTS campaign

PLANO, Texas JCPenney announced that it has launched "New look. New year. Who knew!," an innovative, integrated marketing campaign for the 2010 Back-to-School season.

"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, EVP 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."

According to the company, the campaign will highlight JCPenney's assortment of private, exclusive and national brands such as The Original Arizona Jean Company, Levi's, Decree, Olsenboye and Converse as well as new brands this season - Uproar, Supergirl by Nastia and Zoo York.

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 to connect with teens this Back-to-School season, while highlighting the company's extensive fashion assortment, according to JCPenney.

JCPenney's Back-to-School campaign includes a partnership with Seventeen.com, a WAP site that gives mobile users the opportunity to opt-in for weekly texts and view and share styles.