J. C. Penney announced the launch of its Christmas gift program, inviting shoppers to discover the brand’s elevated gift assortment, while showcasing the great value in shopping with JCPenney. Holiday promotions will be supported by its “New list. New gifts. Who knew!” integrated marketing campaign, showcasing JCPenney as the destination for the gifts topping everyone’s list this season. Featuring powerful merchandise images and fun, bright colors, the campaign incorporates national television spots, outdoor ads, print, digital and direct mail components as well as non-traditional media elements, such as mobile and social media marketing.
The campaign is anchored by two 30-second television spots – via Saatchi & Saatchi – which will air on major television and cable networks throughout the season. Titled “Who’s on your list” the spots highlight various gift recipients enjoying their gift from JCPenney. Additionally, JCPenney will air a 30-second spot highlighting its Salvation Army Angel Giving Tree online initiative.
The Company has launched a mobile commerce site (m.jcp.com) allowing users to make purchases on jcp.com directly from their phone; added enhancements to its mobile apps available on iPhone, iPad and Android; and launched special offers to those who “check-in” to JCPenney from their smartphone using Foursquare™ or Facebook Deals via Facebook Places. Along with mobile coupons sent via text, JCPenney will also market to consumers through Apple®’s new iAd concept with the launch of an interactive ad that will appear when iPhone and iPod Touch customers use an app on their device.
JCPenney has also created a Christmas marketing campaign specifically for the Manhattan market. Outdoor marketing will feature strong imagery and fun statements such as “Jingle all the way to 33rd & 6th,” and “Bright lights, merry savings.” All signage will have a call to action, encouraging customers to text JCPenney to receive a link to a mobile holiday site with gift ideas. In the weeks leading up to Christmas, the back of New York’s Metro Transit Authority cards – that every subway traveler purchases, swipes, and keeps all day long – will feature JCP NYC branding with a JCPCA$H special offer. JCP’s Manhattan Mall store will also be offering special branded shopping bags throughout the season.
A dedicated “gift hub” on jcp.com allows customers to easily view the great gift offerings available at JCPenney this season. Customers can search for gifts by price range (under $25, under $50, $50 and up), by person/category (for him, for her, for home, for Juniors, for guys, for kids, for baby, toys) and even view the “Top 10” gifts by person/category. Additionally, a special social commerce app on JCPenney’s Facebook page will allow customers to view and purchase items from JCPenney’s gift assortment.