PLANO, Texas–J.C. Penney will bow a new spring marketing campaign to showcase its exclusive designer brands. Created with ad agency Saatchi & Saatchi, the marketing campaign will launch on Feb. 22 with television spots during the 81st Annual Academy Awards. This year marks J.C. Penney’s eighth consecutive year as the show’s exclusive retail sponsor.
Following the Oscars, the spots will air over the next few weeks on prime-time shows and cable shows, reaching more than 75 percent of all women ages 18 to 49, the retailer said, in a statement.
The spring campaign will also address J.C. Penney’s Hispanic customers on Spanish-language television network Univision.