The Company

              • In Business for over 100 years, JCPenney operates over 1,000 stores in the                 United States and Puerto Rico.
              • JCPenney stores sell fashion at value prices. Sales totaled $15 billion in                 2003.

The Objective

              • Grand Opening at Providence Place Mall
              • Additional store locations in our market
                             • Emerald Square Mall
                             • Warwick Mall
              • Drive store traffic and awareness to new store at Providence Place Mall

The Approach

A six-week multimedia campaign was developed
              • Five half-page color ads leading up to the grand opening
              • Two full-page facing pages before and after the grand opening
              • Ad bag day of opening
              • Front Page Note advertising
              • 60,000 impressions per week for six weeks on projo.com
              • Guest appearance by the New England Patriots Cheerleaders
              • A new car giveaway

projo.com banners

              • 360,000 gross impressions over a six-week period
                             • Results were 360,242 impressions with 441 clicks–a yield of .14%                                (national average yield is .10%)

The Results – A successful grand opening

              • Campaign drove great traffic on the day of the grand opening
              • Delivered excellent awareness to the market of JCPenney’s entry to
                downtown Providence
              • Regional and district managers were very pleased on the day of the grand
                opening