JCPenney and The Salvation Army Launch Largest Online Angel Giving Tree Program - Cleveland 19 News Cleveland, OH

JCPenney and The Salvation Army Launch Largest Online Angel Giving Tree Program

PLANO, Texas (Nov. 3, 2009) – J. C. Penney Company, Inc. (NYSE: JCP) and The Salvation Army are joining forces this Christmas season to give joy to even more people in need through a grand-scale online Angel Giving Tree program. From now until December 14, for the first-time ever, customers can adopt and shop online for Angels at by clicking HERE. providing tens of thousands of children and seniors facing hardship in communities across the country with Christmas gifts.

"In a year when so many need help, the new online Angel Giving Tree program will extend our reach and make it easier for our customers and Associates to give back this holiday season," said Mike Boylson, executive vice president and chief marketing officer for JCPenney. "By leveraging the strength of jcp.com, we are helping to modernize an American tradition – the Angel Tree program – and creating an innovative way to help families in need in our communities across the nation. Launching this program with The Salvation Army allows us to elevate our support for a cause that is extremely important to our customers and Associates, underscoring our focus on the ‘Joy of Giving' this holiday season."

The new online Angel Giving Tree program builds on the legacy of The Salvation Army's Angel Tree program that has been in operation for more than 40 years.

"We are excited about this new online Angel Giving Tree program with JCPenney that will allow The Salvation Army to build upon a great Christmas tradition by reaching a new online audience," said Major George Hood, national community relations and development secretary for The Salvation Army. "With the winter months around the corner, we appreciate this opportunity to inspire the American public to make a better Christmas for the millions of children and seniors living in poverty. One small gift can bring joy to a Salvation Army Angel this Christmas."

Created in collaboration with JCPenney partners Razorfish, Akamai Technologies, Sapient and Tata, the online Angel Giving Tree program allows customers to adopt an Angel at jcp.com/angel and conveniently shop for them online at jcp.com, in JCPenney stores or at any location they choose. In a few easy steps, customers can visit the site to request an Angel by location, age range and gender. An Angel who matches the criteria will be e-mailed to the customer along with a list of needed items. The confirmation e-mail will also include a link to view drop-off locations in the customer's area and ship-to addresses for online orders.

In collaboration with FedEx Ground, Angel Giving Tree gifts purchased through jcp.com can be shipped free of charge to any one of the 1,200 Salvation Army collection centers nationwide – putting the entire selection, shopping and delivery process at the customer's fingertips.

Supporting the online Angel Giving Tree program will be a multimedia marketing campaign including in-store, print, online and e-mail advertising as well as social media initiatives through Facebook Connect. JCPenney Facebook fans will be able to access the Angel Giving Tree website directly as well as post and share their Angel adoption with their friends.

The online Angel Giving Tree program builds on JCPenney's legacy of operating in an ethical and socially responsible manner. In 2007, the Company launched its Corporate Social Responsibility (CSR) initiative – C.A.R.E.S. – stemming from the vision that JCPenney cares for its Community, Associates, Responsible Sourcing, Environment and Sustainable Products. The Company's commitment to social responsibility reflects its philosophy that "Every Day Matters" – for its customers, Associates, communities, investors and suppliers.

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