JCPenney takes home Peter Glen award at Retailing Advertising Conference
06 Mar '07
3 min read
J. C. Penney Company Inc took home the coveted "Peter Glen for Public Service" award at this year's Retailing Advertising Conference for the creation of the "JCPENNEY JAM...THE CONCERT FOR AMERICA'S KIDS," the largest project ever undertaken in America to raise awareness about the need for working families to have access to quality afterschool programs.
Hosted by Dr. Phil and Robin McGraw and music-directed by David Foster, the live concert was filmed on June 14, 2006, in Los Angeles and later broadcast as a one-hour special on the CBS Television Network on Aug. 22, 2006.
Viewers tuned in to enjoy performances by a multi-genre lineup of music icons including renowned artists Jon Bon Jovi, Sting and Mary J. Blige, country superstars Kenny Chesney, Sara Evans and Martina McBride, jazz star Chris Botti, rock supergroup 3 Doors Down, legendary vocal tenor Andrea Bocelli, Latin GRAMMY winning pop star Alejandro Sanz and GRAMMY winning R&B artist John Legend.
Furthermore, sales from a DVD / CD twin-pack of the entire three-hour JCPenney JAM concert, along with a special DVD by Dr. Phil and Robin McGraw entitled "A Real World Afterschool Partnership" and individual JAM artist CDs, went to support the JCPenney Afterschool Fund initiative. The items were available exclusively at JCPenney stores and online at jcp.com.
"In order to bring this critical issue into the national spotlight, JCPenney wanted to create an effective vehicle to reach working parents across the country. From that emerged "The JCPenney JAM...The Concert for America's Kids," said Mike Boylson, chief marketing officer for JCPenney.
marketing@alchempro.com
