JC Penney and Rascal Flatts to Promote American Living Brand
JC Penney will hit the road next month to promote its American Living brand through its tour sponsorship of the band “Rascal Flatts.”
The tour kicks off June 5, and will focus on the retailer’s affordable all-American lifestyle brand developed exclusively for its customers by Polo Ralph Lauren’s Global Brand Concepts.
Thirty-second TV spots begin airing June 7, featuring “Rascal Flatts” band members, Gary LeVox, Jay DeMarcus and Joe Don Rooney, all dressed in American Living apparel and singing their new song,” American Living.”
The band members will also wear the American Living apparel while on tour. The band’s touring vehicles and JC Penney’s touring bus will be wrapped with imagery of the brand. Signage will appear throughout the tour venues and footage of the commercial will play on large screens before each concert. Radio will support the events.
A dedicated Web site at http://www.jcp.com/rascalflatts will house the commercial, information about the “Unstoppable” tour and a sweepstakes offering concert tickets. People can also blog about the tour or tweet.
Themes from the tour will carry over in to stores with signage and the song played into certain locations.
