Jcpenney Getting Ready for the Academy Awards

J. C. Penney Company has launched its 2011 spring marketing campaign. Set to debut during the retailer’s sponsorship of the Academy Awards, the campaign builds on the company’s “New look. New day. Who knew!” marketing platform with a new tagline “We make it affordable, you make it yours.”

“Our new marketing campaign reinforces our commitment to making fashion more accessible than ever,” said Mike Boylson, chief marketing officer for jcpenney. “At jcpenney, we believe great style doesn’t have to be expensive.”

This year marks jcpenney’s tenth consecutive year as the Academy Awards exclusive retail sponsor. Created in collaboration with ad agency Saatchi & Saatchi, the campaign will debut on Feb. 27 with seven 30-second broadcast commercials during the show — one of Hollywood’s biggest nights of fashion.

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The commercials will include spots highlighting jcpenney’s array of women’s and men’s fashion offerings as well as separate spots on key brand initiatives including Liz Claiborne, MNG by Mango, People StyleWatch and Cindy Crawford Style.

The women’s trend spot will run twice during the show and the MNG by Mango and Cindy Crawford Style spots will also air during ABC’s red carpet pre-show.

Following the show, the broadcast commercials will continue to air over the next few weeks on highly-rated primetime shows and cable programming.

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Furthermore, in select local markets, additional vignettes will air during the Academy Awards featuring “Because I’m Addicted” fashion blogger Geri Hirsch, who will showcase jcpenney spring fashions as she styles a unique look for herself and a friend getting ready for an Academy Awards viewing party.

Additional looks styled by Geri will be posted to jcpenney’s Facebook page, where fans can shop the looks and vote on their favorite. Jcpenney will also engage customers through Facebook with its a “Shop Like a Celebrity” sweepstakes.

Beginning March 18, consumers can enter to win an opportunity to win a trip to Manhattan with round-trip airfare, a two-night hotel stay, limo transportation, a $500 jcpenney gift card and fashion advice from Mia Morgan, celebrity stylist and fashion blogger for “The Fashion Alchemist.”

The company will also run a live Twitter contest on the night of the Academy Awards, tweeting trivia about Oscars fashion (hashtag #OscarsTrivia).

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The first Twitter user who mentions jcpenney with the correct answer will receive a $20 jcpenney gift card. jcpenney will ask six questions and award six winners with gift cards.

Jcpenney, one of America’s leading retailers, operates over 1,100 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet,

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Rakesh Raman