“Style. Quality. Price Matter. Every Day Matters.”

Affordable Prices Make Celebrating Joy of Giving Easy at jcpenney

PLANO, Texas (Nov. 13, 2008) – J. C. Penney Company, Inc. (NYSE: JCP) today announced the launch of a powerful, integrated marketing campaign that highlights jcpenney’s affordable gift assortment and invites customers to celebrate in the joy of giving this season. Consistent with the Company’s Every Day Matters approach, jcpenney’s marketing campaign communicates to customers that jcpenney understands their financial pressures and is designed to showcase the great value in shopping with jcpenney: great style, lasting quality and a price that makes sense for them and their family. The campaign will incorporate pre-print, direct mail, national television ads, radio, online and email components as well as non-traditional media elements, such as in-cinema ads and mobile phone marketing.

“jcpenney is the department store destination customers trust for special, unique gifts that have exceptional style and quality, yet at very affordable prices – this unique value proposition matters more than ever this season,” said Mike Boylson, chief marketing officer for jcpenney. “Our Christmas marketing campaign will be very aggressive in its promotional messaging, making certain that customers know that jcpenney can help them celebrate the joy of giving by inviting them to purchase an affordable, memorable gift they can feel proud to give, even during these challenging economic times.”

jcpenney’s integrated marketing campaign will focus heavily on the retailer’s wide range of affordable gifts this season. Building on last year’s success, jcpenney will once again highlight its “red box gifts™” – a collection of 60 of the best and brightest gifts to give and get this Christmas. Taking jcpenney’s gift assortment to a new level, the collection – available in-store, online and via catalog – features unique items such as a 2GB mp3 player, Sharper Image digital photo keychain, pet’s view camera and the My Sports Gaming System, a 5-in-1 interactive sports game system with wireless remote controls that responds to your movement.

Kicking Off the Holiday Shopping Season:

• “Style. Quality. Price Matter. Every Day Matters” – Television Spots
Launching Nov. 16, jcpenney’s television spots will air on major television and cable networks throughout the season, delivering both impactful branding as well as aggressive promotional messaging. Created by Saatchi & Saatchi, the spots will include two 30-second television spots, “Couplets,” which use creative rhyming couplets while featuring various vignettes to highlight an array of gift ideas from jcpenney’s extensive and affordable merchandise assortment. The “Couplets” spots will end with the statement “Style. Quality. Price Matter. Give What Matters.” Complementing the “Couplets” spots, jcpenney will also air 30-second television spots to aggressively market its weekly promotional events, highlighting jcpenney stores and jcp.com as a great place to purchase affordable gifts customers can be proud to give this season. The promotional TV spots will end with the statement “Style. Quality. Price Matter. Every Day Matters.”

• Bringing to Life the Joy of Giving
In addition to the television spots, jcpenney will also launch a 60-second spot, “Lights Out” airing in more than 90 percent of cinemas nationwide. Also created by Saatchi & Saatchi, the commercial features a mom who finds a creative way to bring her family together to share what really matters this season spending time with loved ones and experiencing the joy of giving.

• After-Thanksgiving Special: “Turkey Tailgate”
Customers can beat the rush and stop in early to purchase this year’s must-have Christmas gifts. Along with providing customers the option to sign-up for a wake-up call the day after Thanksgiving, jcpenney will promote its stores’ 4 a.m. opening through a television broadcast commercial, “Turkey Tailgate.” Launching Nov. 26, the spot has a unique approach to the typical day after Thanksgiving tradition of waking up early by featuring shoppers tailgating with their Thanksgiving turkey leftovers in the jcpenney parking lot as they anxiously await for the store to open.

• Showing Our Customers “What’s In Store”
A special section on jcp.com will highlight jcpenney’s gift assortment, including its “red box gifts™” collection. Customers can easily search for gifts by price range, person and category – or simply choose from a selection of convenient holiday gift card and e-gift card options. Customers will also be able to view the broadcast commercials online, and for added convenience, be able to sign up for wake-up calls the day after Thanksgiving, along with helpful shopping tips to be text messaged to their mobile phones, view jcpenney’s weekly sales circulars online, and watch jcpenney’s new weekly online video, “What’s In Store,” at www.jcp.com/whatsinstore. Hosted by jcpenney’s weekly “store shoppers” Rebecca and Karissa, the streaming video will highlight for customers various gift ideas throughout the store this season. Furthermore, online banner ads – incorporating the “Couplets” theme – will appear on consumer websites to further support jcpenney’s gift messaging.

• Our Legendary Christmas Catalog and Special Gift Guide
Along with jcpenney’s annual Christmas catalog – a tradition for more than 45 years and available now to customers – jcpenney will distribute a special gift guide to customers on Nov. 30. The 48-page direct mail specialty catalog will highlight jcpenney’s vast assortment of merchandise, including this year’s “red box gifts™” offering.

jcpenney will also launch its Christmas campaign aimed at its Hispanic customers on Nov. 23. Featuring the song “El Cha Cha Cha de la Navidad” by Celia Cruz, the campaign will include a 30-second television spot, “Joy Cartoons,” which focuses on a family’s joyous emotions as they exchange Christmas gifts. The spot will air in all major Spanish-language Hispanic market networks. In addition, the campaign will incorporate 30-second Telemundo-produced vignettes with celebrities Natalia Streigand and Catherine Siachoquey. Additionally, jcpenney will, once again exclusively sponsor and present a Christmas special on Univision, “Celebra la Alegría de Regalar con jcpenney” which will air on Nov. 28. Furthermore, the campaign will comprise several 30-second Univision-produced jcpenney gift-focused vignettes featuring celebrities Carlos Calderón and Nuestra Belleza Latina winner Melissa Marty.

For further information contact:

jcpenney Corporate Communications (business and trade media relations):
Rebecca Winter, Quinton Crenshaw or Kate Parkhouse; 972-431-3400; jcpcorpcomm@jcpenney.com

jcpenney Brand Publicity (lifestyle media relations):
Kelly Fordyce (fashion); 972-431-8998; kfordyce@jcpenney.com or Stephanie Brown (home); 972-431-3268; smbrown@jcpenney.com

About jcpenney
jcpenney is one of America's leading retailers, operating 1,093 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation's largest general merchandise catalog business. Through these integrated channels, jcpenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a smart price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of approximately $19.9 billion in 2007 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is jcpenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's 155,000 associates to offer encouragement, provide ideas and inspire customers every time they shop with jcpenney. For more information visit www.jcpenney.net