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JCPenney to launch virtual store in Times Square
FEBRUARY 17, 2006 -- Next month, JCPenney Co. Inc., Plano, Texas, will embark on the largest branding campaign in its history, according to CEO and chairman Mike Ullman, including the opening of a JCPenney Experience virtual store in New York's Times Square and its sponsorship of the Academy Awards. Beginning March 3, One Times Square will be transformed into a Big Red Box, modeled after JCPenney's trademark. Shoppers will be able to buy everything in the store at interactive kiosks, which will feature all of the merchandise available on the retailer's Web site. The JCPenney Experience store coincides with the company's sponsorship of the Academy Awards. In addition to unveiling its spring advertising campaign during the Awards, the company will launch an integrated marketing campaign to showcase brands and merchandise available at JCPenney. This will include broadcast and print advertising as well as an online marketing alliance with AOL/Yahoo. [ Link to full article ]