J. C. Penney Company Inc launched its new integrated marketing campaign aimed at empowering youth to explore, discover and experiment with JCPenney's array of fashion options, encouraging kids and teens to "mix it up" and create a look that they can own.
From movie trailers to online webisodes and even mobile phone marketing, JCPenney's use of non-traditional and interactive media outreach for this year's Back-to-School campaign aims to reach kids and teens on a deeper level than ever before.
"As the number one department store destination for teens and number one children's apparel retailer in the mall, we have devoted enormous attention to building on our leadership position in the Back-to-School season," said Ken Hicks, president and chief merchandising officer for JCPenney.
"We know kids and teens love mixing things up, experimenting, and being the first to try new things. Through unique and engaging marketing environments, we'll show our younger customers that JCPenney can provide the encouragement and inspiration they seek, while reinforcing that we have the style and quality they want - all at a smart price."
marketing@alchempro.com
