JCPenney revealed its new “Shopping is Back!” integrated brand campaign in conjunction with the company’s 120th birthday.

The campaign includes a new look in stores and online, special sales promotions, plus extra bonus rewards for reward members. The company will also launch the JCPenney Cross-Country “Shopping is Back!” Tour across the U.S.

“We celebrate this legacy while showing a reinvigorated JCPenney brand that expresses our energy and optimism, which we want customers to experience with us,” said Bill Cunningham, vice president, Marketing. “JCPenney is transforming itself with innovation and imagination and is ready to get back to connecting with our customers through shopping.”

To bring to the campaign to life, JCPenney introduced a recurring character named Penny James, represented by Melissa Villaseñor, TV and film comedian and current cast member of “Saturday Night Live.” As a JCPenney superfan, Ms. James is seen throughout video and graphics sharing all the reasons to love the JCPenney shopping experience, declaring, “Shopping is Back!”

“As we reach the 120-year milestone and step into a new season — for fashion and our Company — there’s a lot of excitement around JCPenney, which shines through in our campaign,” said Cunningham. “‘Shopping is Back!’ allows us to spotlight our standout portfolio of private brands, national brands and partnerships, the inclusivity at the heart of our Company and product assortments, and the work we’ve done as a business to evolve once again.”

JCPenney takes “Shopping is Back!” on the road with a tour crossing America. Each stop will offer local food vendors, games, music and giveaways.

JCPenney and its associates will also team up with nonprofit partners in the communities the tour visits to support the Company’s philanthropic mission to help close the opportunity gap for under-resourced youth.

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