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Brief Published: 10 Dec 2012

JCPenney’s Holiday Giving Tour


US retailer J.C. Penney’s new “Holiday Giving Tour” is providing free and donation-based experiences for consumers in cities across the country. The Giving Tour’s highlights include free ice skating rinks in New York City and New Orleans, free cashmere handouts in Chicago, gifts dropped to pedestrians from a blimp in Knoxville and a complimentary car wash and breakfast in Wyoming.

The retailer launched the new 12-day holiday marketing campaign on November 27th - also known as “Giving Tuesday,” a retail campaign J.C. Penney co-founded that encourages consumers to support charitable causes while doing their holiday shopping.

J.C.Penney overhauled its store design and marketing strategy earlier this year, and this will be its first holiday season since. “As we embark on our exciting transformation, we realise becoming America's favorite store isn't just about the shopping experience we offer our customers – it's also about what we do to support the communities in which we live and work," said Miki Woodard, J.C. Penney vice president of philanthropy, in a press release. "The holidays are a time of generosity and giving and we look forward to sharing this holiday spirit through our Holiday Giving Tour by surprising America with acts of generosity across the country."

In addition to its “acts of generosity” across the country the retailer will be distributing 50 different collectible buttons throughout the month of December, each bearing a unique code that offers customers entry into a contest for prizes such as US vacations, store merchandise and gift cards.

Stylus explores the effectiveness of various charitable brand initiatives in our report, The Power of Good.

J.C. Penney