Josh Groban JCPenney First Gift Concert, Booked, Staged, Produced & Televised by EVI

EVI PARTNERS POP SUPERSTAR
JOSH GROBAN WITH JCPENNEY TO
SUPPORT AFTERSCHOOL PROGRAMS

PRODUCES CONCERT FOR CBS THANKSGIVING DAY PARADE

As a strategic extension of the JCPenney Jam Integrated Marketing Platform, EVI created a multi-faceted partnership between Warner Brothers Recording Artist Josh Groban and the JCPenney Afterschool Fund during the 2006 Holiday Season in an effort to help increase opportunities for America’s youth.

Beginning in early November , Groban's new album “Awake” went on sale at JCPenney stores across the country as the “First Gift of the Holiday Season”. For every CD sold, JCPenney donated all of its net profits to the JCPenney Afterschool Fund. “We're trying to make sure that children have safe and constructive places to go after school. Right now, about 14 million kids don't have a structured place to be ...and that can lead to problems. They're supporting top-quality after school programs all across the country, and so far, JCPenney and the Fund have contributed over 50 million dollars toward the cause”, said Groban.

To further raise awareness for afterschool programs and promote the JCPenney “First Gift” effort, EVI produced a concert with Josh that was featured on the CBS All-American Thanksgiving Day Parade.

The concert, taped at the CBS Early Show Plaza, was designed to announce the JCPenney First Gift of the Holiday Season and raise awareness of the JCPenney Afterschool Fund.

EVI produced two parts for the CBS Parade…an interview with Josh and Rene Syler of CBS… and a performance of Josh’s new single “You Are Loved”. The piece was produced in an intimate concert environment and was intended to inform, entertain and motivate viewers to go to JCPenney and purchase Josh’s new CD “Awake”.

In addition, EVI wrote and produced 30 and 60 second radio spots with Groban to promote First Gift.  The spots aired nationally in key markets to coincide with the release of “Awake” and the sales launch.