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  JCPenney Jam:
The Concert for America’s Kids
An Integrated Brand Immersive Platform cre- ated and produced by Executive Visions Inc.
Over the past five years, JCPenney has challenged itself to create a new direc- tion, to build on a century of accom- plishment by shaping a contemporary brand, inspired by its customers’ style... and relevant to every part of her life.
With new retail, merchandising and operations strategies in place, the com- pany set its sights on expanding and deepening the consumer relationship... to make an emotional connection with powerful, consumer-focused marketing to tell the full story of who they are as
a company...and give compelling reasons for making JCPenney their retailer for a lifetime.
As part of that vision, the company sought to advance its legacy of commu- nity involvement through The JCPenney Afterschool Fund, a leading champion of families and children.
The Challenge: Engage the hearts, minds and souls of consumers with the contemporary brand promises
of JCPenney, while raising awareness of America’s Afterschool Issue.
Enter Executive Visions Inc...and
the creation of an integrated, brand- immersive platform that is helping JCPenney accomplish both. JCPenney Jam: The Concert for America’s Kids
JCPenney Jam is an industry first, cross media initiative built around the biggest names in music.
Kenny Chesney, Sting, Mary J. Blige, Jon Bon Jovi, Andrea Bocelli, Martina McBride, Katharine McPhee, John Legend, 3 Doors Down, Alejandro Sanz, Chris Botti, Peter Cincotti, Sara Evans, Renee Olstead and David Foster.

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