It seems the retailer is hoping to bolster last year’s “conspicuous” holiday slippage.
The holidays are in motion at Hallmark Channel and J.C. Penney Co. Inc., with the companies announcing a strategic partnership this week as part of Hallmark’s 10th anniversary of its “Countdown to Christmas.”
The partnership with J.C. Penney will involve “custom on-air content, digital and live activations, exclusive in-store retail displays” centering on the debut of “Christmas at Dollywood.” Other than the new strategies in digital, Penney’s also brought on a pilot into resale this summer with the help of ThredUp, as part of its broader reinvention and clamor for department stores to stay relevant.
McKellar, who stars in “Christmas at Dollywood,” is essentially penned as the influencer for Penney’s this holiday season, with ads also appearing on the retailer’s digital platforms, social channels and the Hallmark Movie checklist app.
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