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JCPenney Inspires Customers to ''Believe'' with 2007 Christmas Campaign

TV and Cinema Commercials Feature John Lennon's ''Real Love''

Find the Perfect Gift - and Much More - at

PLANO, Texas--(BUSINESS WIRE)--Nov. 14, 2007--To celebrate the magic of Christmas, J. C. Penney Company, Inc. (NYSE:JCP) has launched a powerful, integrated marketing campaign encouraging customers to "believe" that their most ambitious dreams and wishes will come true this Christmas.

The new campaign, created by Saatchi and Saatchi, features innovative broadcast commercials, such as "Aviator," which includes a love song that John Lennon recorded for Yoko Ono and highlights the ultimate childhood fantasy: visiting Santa at the North Pole. The campaign also includes direct mail and online components, as well as non-traditional media elements such as mobile phone text messages, viral marketing and a special gift sitelet,, which features a broad range of fun and helpful features. The sitelet also showcases JCPenney's largest gift assortment ever, including "redbox gifts(TM)," establishing JCPenney as the leading destination for Christmas gift giving.

"Today's the Day to Believe" at JCPenney

The 30-second "Aviator" commercial follows a young girl, Janice, in her quest to build a rocket ship bound for the North Pole, stating "Today's the Day to Believe." The soundtrack is John Lennon's "Real Love," which was recorded by him at home as an impromptu tribute to Ono in 1977. This is only the second time Ono has allowed a John Lennon song and his recording of it to be licensed. The first time was in 1992. The commercials launched on Sunday, Nov. 11, airing during primetime on major television and cable networks, and will continue through the Christmas season. Beginning on Thanksgiving, Nov. 22, an extended version of "Aviator" will appear during movie previews in cinemas across the country.

"Since the launch of our new 'Every Day Matters' brand positioning earlier this year, JCPenney has reinvented our relationship with customers, creating a more inspiring environment for them to interact with us - in-stores, online, in catalog, and with new innovative marketing initiatives," said Mike Boylson, chief marketing officer for JCPenney. "This year's integrated marketing campaign further deepens our emotional connection with customers - incorporating a nostalgic track from the late music legend, John Lennon - and creating inspiration among customers that their Christmas wishes can come true."

In addition to the "Aviator" spot, JCPenney will also have an additional series of 30-second "Perfect Gift" broadcast commercials that feature Christmas wishes coming true using various vignettes of people serendipitously receiving the perfect gift, at the perfect moment. The ads end stating "Today's the Day for the Perfect Gift" and feature the song "All That I Want" by The Weepies. This ad series also launched on Sunday, Nov. 11 and will continue airing during primetime on major television and cable networks.

JCPenney's Perfect Gift Sitelet:

The sitelet,, includes JCPenney's extensive assortment of gift offerings, along with an interactive dose of holiday cheer. In addition to making holiday gifts easy to find and purchase online, the sitelet enables users to:

  • easily search for the "perfect gift" by price range, person and category
  • choose from a selection of convenient holiday gift card and e-gift card options
  • create and manage gift wish lists and Santa registries
  • print their own personalized gift tags
  • send e-greetings
  • watch JCPenney's "Aviator" and "Perfect Gift" commercials
  • sign up for shopping information to be text messaged to their mobile phones
  • download ringtones, and more!

The sitelet also features a shipping schedule countdown, printable coupons, and links to the user's local promotional mailers.

Giving Back with iTunes

As part of JCPenney's integrated marketing campaign, five percent of all qualifying downloads from iTunes of John Lennon's "Real Love" and The Weepies "All That I Want" will be donated to the JCPenney Afterschool Fund. The JCPenney Afterschool Fund is a charitable organization committed to providing children in need with access to life-enriching afterschool programs that foster their academic, physical and social development.

About JCPenney

JCPenney is one of America's leading retailers, operating 1,067 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet,, and the nation's largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a smart price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $19.9 billion in 2006 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's 155,000 associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney.

About is JCPenney's largest, most dynamic store, offering the largest assortment in sizes, colors and year-round product categories well beyond the scope of JCPenney's store-based offerings. Posting an annual revenue of $1.3 billion in 2006, is one of the largest general merchandise sites on the Internet and the hub of JCPenney's multi-channel strategy, which includes three integrated shopping channels: stores, and catalog. provides an array of information on more than 250,000 exciting merchandise offerings as well as tips and ideas through a variety of online "Solution" pages. Available at more than 35,000 point-of-sale, in-store registers, store Associates are able to use to stock-check merchandise in all JCPenney stores as well as place orders on, allowing them to engage in the highest level of customer service. All orders can be easily shipped, and returned with an immediate refund, to more than 1,000 locations across the country including stores and catalog desks.

SOURCE: J. C. Penney Company, Inc.