JCPenney Honors Hispanic Youth Scholars at Univision’s 5th Annual ‘Premios Juventud’

JCPenney Honors Hispanic Youth Scholars at Univision’s 5th Annual ‘Premios Juventud’

National Awards Help to Kick-Off Brand's Back-to-School Season


PLANO, Texas, July 22 /PRNewswire-HISPANIC PR WIRE/ — JCPenney awarded three Hispanic high school graduates each a $15,000 college scholarship for educational excellence during Univision’s “Premios Juventud” live show on Thursday, July 17, 2008. The “Premios Juventud” youth awards program is Hispanic television’s #1 awards show honoring Latin entertainment and pop culture icons as voted on by this country’s Hispanic youth. This year’s show was hosted by Univision novela stars Eduardo Santamarina and Mayrín Villanueva, along with celebrity presenters and entertainers.

In appreciation for their accomplishments, JCPenney provided the winning students a star -studded experience including a “spa day” at a local Miami, FL, JCPenney salon complete with hair, make-up and beauty services. In addition, the winners were outfitted by a celebrity stylist who illustrated how they can achieve their own red carpet Back-to-School styles from an array of JCPenney’s new Juniors and Young Men’s lifestyle brands. Each winner showcased their favorite chosen outfit on that evening’s red carpet and awards presentation. The selected winners were judged on their school grade point average, extra curricular activities and an essay on what obstacles they have overcome in their lives.

“JCPenney is passionate about celebrating educational excellence. This is why the company has partnered with Univision’s ‘Premios Juventud’ to highlight the accomplishments of Hispanic youths who are making a positive impact in their communities,” said Olivia E. Vela, multicultural marketing director for JCPenney. “We are pleased to serve as a reminder that dreams are never beyond reach for those with determination, vision and perseverance. We believe that ‘Every Day Matters’ and these winners embody the spirit and energy that brings this statement to life.”

JCPenney Scholarships were presented to:

Cecile M. Vazquez (18 years old), Los Angeles, CA: Athletic Award. The Mexican-American star athlete is pre-med bound, for California State University, Los Angeles, and will enroll in the nursing program this fall, where her scholarship will help finance her ultimate goal of becoming a Doctor in Pediatrics.

Daigelis Rodriguez (18 years old), Miami, FL: Music Award. Born in Cuba, but raised in Florida, Daigelis is passionate about the performing arts and is well known in her community as a soloist and most importantly as a pianist. This fall, she will take center stage at Palm Beach Atlantic University where her scholarship will finance her Bachelor of Arts degree in Piano Performance and a minor in Minister Leadership Skills.

Edwin Hernandez-Otero (17 years old), Puerto Rico: Academia Award. Born in Puerto Rico and raised as a literary artist, Edwin will continue his studies at the University of Mayagüez, where he will utilize his scholarship towards a dual Bachelor of Arts degree in Computer Engineering and Mathematics with an ultimate goal of becoming an Astronaut.

“Premios Juventud” Activities

Adding to the excitement of “Premios Juventud”, JCPenney held promotional activities leading up to and on the day of the awards show. Tickets to the show were given out to lucky listeners during live radio remotes at JCPenney retail stores in the Miami area. Also, prior to the start of the extravagant event, a special VIP tent was set up for celebrity guests, JCPenney student winners and hosts, where they could relax before the evening’s performances.

Also, for the first time in “Premios Juventud” history, the awards event emphasized the importance of protecting the earth by “going green”. To focus on this monumental undertaking, the JCPenney tent was outfitted with exclusive Simply Green(TM) accents. Simply Green(TM) is an exclusive-to-JCPenney designation that assists customers in making environmentally conscious purchases.

Finally, JCPenney scholarship winners also enjoyed being a guest on the nations’ leading Spanish-language TV morning show, Univision’s “Despierta America” the morning after the event. Winners were able to share their unique stories, future goals and unforgettable experience courtesy of JCPenney.

JCPenney Gears up for Back-to-School

To kick off the Back-to-School season, JCPenney recently launched an integrated marketing campaign on how to “get that look” for school. Exciting brands such as Decree, Kimora Lee Simmons Fabulosity, Le Tigre, American Living, created by Polo Ralph Lauren’s Global Brand Concepts and Whitetag, available only at JCPenney were featured in advertising and on TV spots. The campaign also launched a Back-To-School online sweepstakes “A Clases con Clase” which first aired the morning after the event. The sweepstakes began on July 18, 2008 and ends August 17, 2008 and is open to residents of the United States who are 18 years of age and older. Consumers have the opportunity to win a total of $4,000 in gift cards just by registering online. For more information on the sweepstakes visit . For more information on Back-to-School visit

About JCPenney

JCPenney is one of America’s leading retailers, operating 1,074 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet,, 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 $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.

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JCPenney Honors Hispanic Youth Scholars at Univision’s 5th Annual ‘Premios Juventud’