J.C. Penney (Plano, Texas) is preparing for the July 31st grand opening of its new department store at 33rd Street and 6th Avenue in New York. The 153,000-square-foot, two-level store is located in the Manhattan Mall at Heard Square and joins three other New York locations – in the Bronx, Queens and Staten Island.
Mike Boylson, executive vp and chief marketing officer at J.C. Penney, told The New York Times that the new store is getting special attention, including an estimated $1 million ad campaign, shopping bags highlighting the letters “NYC,” a customized logo and celebrity events. Some of the ad taglines, include “Our neighbors must be shaking in their overpriced boots,” and “The real miracle is now on 33rd Street,” a reference to the movie “Miracle on 34th Street,” which centers on a competing department store.
The campaign is designed to appeal to fashionable, yet budget-conscious New Yorkers. “When you consider how expensive it is to live in New York, I think people will appreciate the style and quantity,” Boylson told The Times.