J.C. Penney has launched an alternative marketing campaign for the holiday season to help sell its alternative way of retailing. The company announced a nationwide Holiday Giving Tour, which launches today and continues as a 12-day event that will cross the United States.

In a new city each day, the tour will sponsor, as the company characterized it, special acts of generosity such as a Christmas tree lighting, ice skating, a Santa visit or tobogganing.  

The tour kicks off in New York with a live holiday performance by Grammy Award winning singer John Legend. Ice-skating, skate rentals and hot chocolate in Manhattan's Citi Pond follow the concert. The tour concludes on December 8 in Los Angeles with a free Blake Shelton holiday concert. J.C. Penney will incorporate all events on its Facebook, Twitter and You Tube pages.

J.C. Penney also will sponsor acts of generosity to customers throughout the holiday season, the company said, by distributing collectible holiday buttons featuring one of 50 classic designs and holiday expressions. A unique code on the back of each button will offer customers a chance to win gifts including great American vacations, tickets to The Ellen DeGeneres Show, J.C. Penney merchandise and gift cards. The retailer will donate one dollar to The Salvation Army, up to $100,000, for every holiday button redeemed at www.jcp.com/christmas today.

"As a company founded on the Golden Rule, J.C. Penney has a strong legacy of giving back. As we embark on our exciting transformation, we realize becoming America's favorite store isn't just about the shopping experience we offer our customers. It's also about what we do to support the communities in which we live and work," said Miki Woodard, jcp cares president and vp/philanthropy at J.C. Penney.