Retailer Takes Home Most Racie Awards for 2009 Marketing Initiatives
PLANO, Texas (March 8, 2010) – J. C. Penney Company, Inc. (NYSE: JCP) is proud to announce that it is the recipient of 12 Racie Awards, recognizing the Company’s outstanding marketing initiatives in the past year. The Racie Awards – distributed by the Retail Advertising and Marketing Association (RAMA) – honor the year’s best ads, commercials, digital efforts and other communication materials in the retail industry.
“Our outstanding recognition at this year’s Racie Awards – taking home more awards than any other retailer – is a testament to the continued innovation and exceptional work of our marketing and agency teams,” said Mike Boylson, EVP and chief marketing officer for JCPenney. “Our marketing plays a pivotal role in communicating the great value in shopping with JCPenney. This year’s Racie Awards highlighted our array of marketing initiatives – from broadcast and print to outdoor, digital and mobile – underscoring our ability to leverage multiple marketing platforms to reach out to customers and communicate JCPenney’s exceptional style, quality and affordable prices.”
JCPenney was recognized for its marketing efforts with the following awards:
• Gold in the “outdoor” category for the Company’s marketing campaign for the grand opening of its Manhattan store
• Gold in the “website experience” category for the Company’s “Return to the Doghouse” campaign
• Silver in the “innovation” category for the Company’s Asian-American Back-to-School campaign, marking JCPenney’s first Racie win for an Asian-American campaign
• Silver in the “social commerce” category for the Company’s contemporary style interactive experience on jcp.com
• Silver in the “integrated media campaign large” category for the Company’s Back-to-School campaign
• Silver in the “direct mail large” category for the Company’s JOE Joseph Abboud® direct mail piece
• Silver in the “digital in-store” category for the Company’s cash-wrap for its Manhattan store
• Silver in the “single media campaign print large” category for the Company’s Cindy Crawford Style spread
• Silver in the “single media campaign print large” category for the Company’s “Seventeen (magazine) Style Council”
• Bronze in the “packaging” category for the Company’s packaging for Cindy Crawford Style home product
• Bronze in the “mobile/apps” category for the Company’s iPhone® app
• Bronze in the “website experience” category for the Company’s contemporary style interactive experience on jcp.com
JCPenney was also a finalist for the “Best in Show” award for the Company’s “Return to the Doghouse” campaign and also in the “outdoor” category for the Company’s Manhattan “Joy of Giving” holiday campaign. Each piece of work was judged on creativity, strategy, results and innovation. For a complete list of Racie Award winners visit www.nrf.com/racie10/winnersbook.
For further information contact:
JCPenney Corporate Communications (business and trade media relations):
Kate Coultas; 972-431-3400; jcpcorpcomm@jcpenney.com
About JCPenney
JCPenney is one of America's leading retailers, operating 1,110 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, 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 $17.6 billion in 2009 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 approximately 150,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney.