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NEW YORK JC Penney on Sunday launches its back-to-school campaign with an “All Access” theme that puts consumers in direct contact with merchandise and events for what has become the second-biggest selling season of the year, after the holidays, for the retailer.
The effort, via Omnicom Group’s DDB in Chicago, includes two 30-second TV spots, one targeting teens and one for younger kids. JC Penney’s popular bobblehead dude from 2004 reappears in the spots and in print ads, point-of-purchase and a new back-to-school Web site, www.JCPallaccess.com.
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