Inspire went to America’s largest retail store, JCPenney; and one of America’s biggest country/pop crossover stars, LeAnn Rimes, and proposed if they both leverage their brands and assets – both have a great deal to gain.In one of the most celebrated branding initiatives of this past holiday season, JCPenney did their first-ever music campaign aggressively promoting and selling LeAnn Rimes’ new Christmas CD, “What a Wonderful World.”

At no cost, JCPenney got the brand association with LeAnn Rimes; a sponsorship relationship worth millions. In one month, LeAnn Rimes sold 37% of her total global sales in JCPenney stores; outselling Walmart, Target, Best Buy – or any other mass merchant.

Curb and Rimes sold 75,000 CDs in a non-traditional music venue – and benefited from extraordinary free promotion and advertising in all mediums. All new sales that didn’t cannibalize on sales in other stores.

JCPenney Afterschool made $250,000+ towards their charity – and received unprecedented branding, press and marketing.

Cross promotion include three appearances on “The Early Show” and in the “CBS Thanksgiving Parade,” 54 million mailers, graphic emails to 4.6 million JCPenney customers, national magazine stories, LeAnn dedicating a song to the kids of the charity in her concerts, USA Today ads cross-promoting LeAnn and the charity, etc.