Problem to Solve

JCPenny needs to promote, release and increase awareness of “American Living,” a new line of merchandise designed by Ralph Lauren.


There are 102 million country music consumers in the United States that consistently prove to be the most impressionable consumer demographic by demonstrating huge buying power.


JCPenny partnered with Rascal Flatts, one of country music’s top selling acts, for a two year sponsorship of both their “American Living Unstoppable” and “Nothing Like This” tours. A sweepstakes that engaged prospective winners both online and at in-market brick and mortar stores gave consumers a chance to win a VIP experience (which included a pre-show meet-and-greet with the band, VIP tickets, spending money, and $500 in American Living cothing) while bringing the JCPenney brand to concert-goers at every Rascal Flatts tour stop. To bring the entire VIP experience to life, we were tasked with fabricating not only the VIP area but also the entire branded JCPenney concert environment.

concert tour stops over a 2-year period

unique VIP experience attendees

overall fan attendees