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JCPenney Home Launch

PUBLIC RELATIONS

In their quest to revitalize JCPenney, new leadership placed particular emphasis on its Home department, investing considerable capital and effort. A series of collaborations (launched simultaneously!) with design luminaries including Michael Graves, Martha Stewart, Jonathan Adler and Sir Terence Conran brought the brand serious street cred, and posed a host of PR opportunities and challenges. Enter VP+C, engaged to trumpet JCPenney’s reinvention and remarkable new product offering while giving each of these superstars their due.

We wowed press with exclusive product picks and carefully coordinated designer access, as well as targeted key journalists for more in-depth coverage, scoring reports in all of the client’s “wish list” publications including The New York Times, House Beautiful, The Los Angeles Times and – a JCPenney first – a full-page in Architectural Digest.

Though the company reverted to its classic assortment less than a year after the Home relaunch, our team has continued to accumulate impressive coverage, sustaining impressions continuously since 2013, all while pivoting from super sexy designs to solid basics.

See Additional Case Studies

Kate Spade

The brand took the lifestyle plunge, expanding its offering to include furniture, lighting, rugs, kitchenware and soft goods and called on VP+C to help spread the word.

AMC Networks

Preparing to launch two new disparate and highly unconventional reality shows, AMC Networks came to VP+C with the challenge to create pre-broadcast excitement and buzz.

Moussy

VP+C crushed a seemingly mission impossible when it was charged with shaping the image of an unknown Japanese brand – Moussy – in the midst of Fashion Week.