PLANO, Texas–J.C. Penney has launched an integrated holiday marketing campaign on Nov. 16 that plays up the retailer’s affordable gift assortment.
In keeping with its Every Day Matters marketing hook, the campaign imparts to shoppers that J.C. Penney understands their financial pressures and is designed to showcase the great value in shopping with the chain, that it offers “great style, lasting quality and a price that makes sense for them and their family.”
The campaign will incorporate pre-print, direct mail, national television ads, radio, online and e-mail components, as well as non-traditional media, such as in-cinema ads and mobile phone marketing.
The Christmas marketing campaign will be “very aggressive” in its promotional messaging, said Mike Boylson, who heads up marketing for J.C. Penney, in a statement.
J.C. Penney will once again highlight its “red box gifts,” a collection of 60 of the “best and brightest gifts” to give and get this Christmas.
The campaign includes 30-second television spots, “couplets,” which use rhyming couplets while featuring various vignettes to highlight an array of gift ideas. The couplets spots will end with the statement “Style. Quality. Price Matter. Give What Matters.”
J.C. Penney will also launch a Christmas campaign targeting Hispanic customers on Nov. 23, featuring the song “El Cha Cha Cha de la Navidad” by Celia Cruz.
The spot will air in all major Spanish-language Hispanic market networks.