JCPenney 2006 Annual Report Download - page 14

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New Hispanic Marketing Campaign
TODAY’S THE DAY TO
INSPIRE
OUR CUSTOMERS
BY DEVELOPING AN
EMOTIONAL CONNECTION
THAT IS
STRONG AND ENDURING.
ENGAGE OUR CUSTOMERS THROUGH
POWERFUL MARKETING THAT MOTIVATES
THEM TO SHOP WITH US
From “live ads” at the MTV Music Awards to our new brand positioning —
“Every Day Matters,” JCPenney’s marketing continues to lead the industry
with innovative and compelling strategies.
“THE JCPENNEY EXPERIENCE” Open for three weeks, the high-concept
virtual store was centered in the heart of Manhattan at One Times Square. It
showcased the Company’s private and exclusive brands, while highlighting
our billion-dollar Internet business through interactive shopping kiosks.
PREMIO LO NUESTRO, LATIN MUSIC AWARDS In an effort to make an
even stronger emotional connection with our Hispanic customers,
JCPenney secured the exclusive sponsorship of the longest running and
most popular Latin music awards show, reaching over 11 million viewers.
ACADEMY AWARDS®JCPenney continues as the exclusive retail sponsor
of the prestigious award ceremony. In 2007, the broadcast, famous for its
focus on fashion, served as the consumer launch pad for the “Every Day
Matters” ad campaign and the new brand positioning of JCPenney.
BACK-TO-SCHOOL Exclusive retail sponsorships with youth-targeted award
shows were an integral part of our campaign and included the 2006 Teen
Choice awards and Premios Juventud, Latin Teen Music Awards. The first
ever “live ad” concept was introduced at the 2006 MTV Video Music Awards
show, the No. 1 cable program of the year for persons ages 12 to 34.
“The JCPenney Experience”
page fourteen l J. C. Penney Company, Inc. l Annual Report 2006