JCPenney presented by VP+C

HOME SWEET ROAM: TALES FROM THE PRESENTED BY

At VP+C we feel strongly that, in this digital age, the concept of connectivity has changed dramatically and we’ve lost the eye contact and face-to-face meetings that enable personal relationships to bud and blossom.

So, rather than email press kits or look books to all the editors based at Meredith Publications in Des Moines, IA, we decided it was time to visit them personally, bringing an experiential showcase of what’s new and noteworthy from JCPenney home brands and other complimentary brands the brands we represent.

That’s how the PR RV was born.

Meredith Publications boasts a combined circulation of nearly 30 million (18 magazine brands + nearly 100 Special Interest Publications). With this reach, they tap into the passionate interests of women today and speak to an important target audience for many of our clients.

Nearly 20 editors joined us upon arrival as we set out homemade turkey burgers, seasonal salads, fresh baked chocolate chip cookies, mango spritzers and other irresistible treats. Our guests could touch and feel the products used to retrofit the RV and get a taste of our life on the road while lounging in the fabulous interior. As one of the veteran editors remarked: “We have lots of PR firms come meet with us all the time, but this was the best presentation ever.�

Happy Chic by Jonathan Adler Elizabeth Duvet Cover Set & Accessories

Happy Chic by Jonathan Adler Elizabeth 6-pc. Towel Set

Happy Chic by Jonathan Adler Elizabeth Greek Key Salad Plate

Happy Chic by Jonathan Adler Elizabeth Quilt Set & Accessories

Happy Chic by Jonathan Adler Elizabeth Bolster Pillow

Happy Chic by Jonathan Adler Elizabeth Bath Collection

Happy Chic by Jonathan Adler Lola Medallion Square Pillow

Happy Chic by Jonathan Adler Lola Oblong Pillow

Happy Chic by Jonathan Adler Katie Set of 3 Kitchen Towels

jcp EVERYDAY™ 325tc Egyptian Cotton Sateen Sheet Set

jcp EVERYDAY™ Novelty Toast Cutting Board

Happy Chic by Jonathan Adler Elizabeth Greek Key Pillow

Costs offset by additional products from complimentary non competitive home brands including Calico fabrics, Dornbracht fixtures, Mohawk tile and flooring, Benjamin Moore paints and Rocky Mountain hardware.

BE FORE

We transformed the interior and exterior of the vehicle from drab to fab. This mobile unit became a colorful, contemporary, and uniquely livable showroom for the finest in home products and finishes. And with the branded exterior wrap, we were literally driving buzz the entire route.

AFTER

NEW YORK, NY Pittsburgh, PA Des Moines, ia CHICAGO, IL

Falling Water Mill Run, PA

“I love this ottoman! I can’t believe how well done it is. SO chic.”

- Eddie Ross, East Coast Editor, Better Homes & Garde ns

(on the Happy Chic Elizabeth ottoman)

at a use, and can’t believe wh “I just bought my first ho re to is. I’m heading to the sto great resource JCPenney check out the furniture.” s & Gardens Online Editor -Alicia Chilton, Better Home

“These are thee prettiest paper goods I’ve seen in a very long time.”

- Marsha Raisch, Executive Editor, Traditional Home

(on the MarthaCelebrations cups, plates and napkins) “Our whole team is obsessed with that toaster.”

- Kristina McGuirk, Assistant Editor, Better Homes

& Gardens Kitchen & Bath Makeovers

(on the Michael Graves Design toast toaster)

VISITORS: The New York Times- circ 1,865,318 Stuart Elliot, Advertising Reporter Design Bureau- circ 70,000 Kristin Larson, Managing Editor Better Homes & Gardens- circ 7,617,038 Jill Waage, Editorial Director, Home Content Eddie Ross, East Coast Editor Kit Selzer, Senior Editor Joe Boehm, Interior Design Editor Kelly Kegans, Senior Deputy Editor

ey was going through major “Honestly, I knew JCPenn it!” to the store.Time for a vis changes, but haven’t been & Projects Editor, - Carol Schalla, Senior Home

Midwest Living

Better Homes & Gardens Online Alicia Chilton, Editor Better Homes & Gardens Kitchen & Bath Ideas- circ 82,200 Samantha Hart, Editor Kristina McGuirk, Assistant Editor Better Homes & Gardens Kitchen & Bath Makeovers- circ 400,000 Marie McCartan, Editor Better Homes & Gardens Real Life Kitchens & Baths- circ 235,000 Maria Charbonneaux, Associate Editor

Better Homes & Gardens Country Gardens- circ 550,000 James Baggett, Editor Traditional Home- circ 870,825 Ann Maine, Editor in Chief Amy Elbert, Senior Editor Marsha Raisch, Executive Editor Midwest Living - circ 950,000 Carol Schalla, Senior Home & Projects Editor

PROMOTING BRANDS DRIVING BUZZ

@PR_RV #PR_RV

IPMs

5

*Metric includes Facebook Impressions, Page Likes, Post Likes, Shares, Comments, and Posts, Twitter Followers and Retweets, Instagram Followers, Likes, and Comments, and Blog views.

PRESENTED BY