JCPenney unveils spring marketing campaign

PLANO, Texas JCPenney announced that it will launch its 2010 spring marketing campaign on March 7, during the company's exclusive retail sponsorship of the Academy Awards.

"We have made it our mission to bring a level of affordable style to our customers that they cannot find anywhere else. For those who have not shopped with us recently, customers will see it as a new day for JCPenney," said Myron Ullman, III, chairman and chief executive officer. "Highlighting some of our most-coveted brands, our new, integrated marketing campaign is designed to show America what they will discover at JCPenney."

Created in collaboration with ad agency Saatchi & Saatchi, the campaign will kick-off with five 30-second broadcast commercials during the Academy Awards. The commercials will include three women's apparel spots showcasing such brands as Allen B and Bisou Bisou, one men's apparel spot showcasing such brands as Levi's and J. Ferrar and one home merchandise spot showcasing JCPenney's new Cindy Crawford Style brand. Additionally, a 30-second spot showcasing JCPenney's new juniors brand, Olsenboye, will premiere during the pre-Oscar coverage on ABC and E!