JCPenney Launches “Value the Present” Holiday Campaign

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This season, JCPenney wants to remind shoppers that it’s not how much you spend on presents, it’s the time you spend together. In a heartwarming holiday campaign that kicks off on Sunday with an all-new television commercial, JCPenney showcases families and friends making the holidays valuable and memorable.

As a one-stop destination for popular, sought-after brands such as adidas®, Kitchenaid®, Sephora, Google Home, Disney and more, the commercial highlights our extensive selection of gifts for everyone on your list. And with a variety of opportunities to shop for great deals throughout the season, we’re enabling customers to focus on what’s most important: spending time with friends and family.

Underscoring our promise to show realistic and relatable people in our marketing, this year’s holiday spot features one of our very own associates, Sena Longley. Longley, who has been with JCPenney for 16 years and serves as the general manager of the JCPenney store in Hampshire Mall in Hadley, Mass., won an opportunity to be featured in a commercial through a Company sweepstakes. Her prize package gave her the opportunity to travel to New York City in September and join the JCPenney marketing team for the holiday campaign shoot. Longley arrived on set, where she was treated to hair and makeup and styled in a St. John’s Bay® sweater. She spent the afternoon filming a key scene for the commercial, playing host for a holiday meal with friends and family.

JCPenney associate Sena Longley is featured in this year’s holiday commercial
JCPenney associate Sena Longley is featured in this year’s holiday commercial.

The holiday campaign will also include additional on-air segments, featuring Emmy® Award-winning TV personality and style guru Carson Kressley, star of Bravo’s hit new show “Get a Room with Carson and Thom.” Serving as the retailer’s “Expert Elf,” Kressley will provide viewers advice and product solutions on how to host the perfect family game night, as well as tips on holiday décor and style.

Carson Kressley
Expert advice from Carson Kressley will help take the guesswork out of holiday gifting and entertaining.

Customers can also expect additional commercials throughout the season, including 15-sec. broadcast spots promoting our Black Friday and Cyber Monday sales. These spots will also air during the NFL’s annual Thanksgiving Day football games – one of the most highly watched events on television. Our holiday campaign will be further supported by digital, social, direct mail and email components, as well as prints ads in top magazines highlighting our holiday capsule collection for our new private brand Peyton and Parker.

Throughout our marketing campaign, we’ll prove how we can help customers “Value the Present” when shopping at JCPenney this holiday season.