J.C. Penney Company today (2/19) announced its official sponsorship of the Rascal Flatts American Living Unstoppable Tour presented by JCPenney. The fully integrated two-year sponsorship will kick off June 5, with the tour hitting approximately 60 cities across the nation each year.
The partnership is designed to promote American Living, the retailer’s affordable, all-American lifestyle brand developed by Polo Ralph Lauren’s Global Brand Concepts. In conjunction with the tour, Rascal Flatts has written a new song inspired by American Living, which will be used in commercials and will be available exclusively on a special version of the Unstoppable CD sold at J.C. Penney stores.
Mike Boylson, chief marketing officer for J.C. Penney, cited the Flatts’ “significant crossover appeal and passion for the brand,” as the main reason behind the sponsorship. Rascal Flatts’ support of American Living began when the band played at its launch party in February 2008.
Category: Artist, Featured, Sales/Marketing
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