JCPenney unveils multi-media holiday campaign

PLANO, Texas JCPenney has launched its holiday marketing campaign that will incorporate pre-print, direct mail, national television ads, radio, online and e-mail components as well as non-traditional media elements, such as in-cinema ads and mobile phone marketing. The campaign is designed to highlight the company's affordable gift assortment.

The campaign "JCPenney is the department store destination customers trust for special, unique gifts that have exceptional style and quality, yet at very affordable prices - this unique value proposition matters more than ever this season," said Mike Boylson, chief marketing officer for JCPenney. "Our Christmas marketing campaign will be very aggressive in its promotional messaging, making certain that customers know that JCPenney can help them celebrate the joy of giving by inviting them to purchase an affordable, memorable gift they can feel proud to give, even during these challenging economic times."

JCPenney's integrated marketing campaign will focus heavily on the retailer's wide range of affordable gifts this season. Building on last year's success, JCPenney will once again highlight its "red box gifts(TM)" - a collection of 60 of the best and brightest gifts to give and get this Christmas. Taking JCPenney's gift assortment to a new level, the collection - available in-store, online and via catalog - features unique items such as a 2GB mp3 player, Sharper Image digital photo keychain, pet's view camera and the My Sports Gaming System, a 5-in-1 interactive sports game system with wireless remote controls that responds to your movement.