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“Chalk up another advertiser client for MTV Tr3s willing to make a big enough commitment to go beyond traditional :30s and delve into the realm of integrated product placements.

“Were very excited to have this kind of relationship with the network,” says Olivia Vela, multicultural marketing project manager at J.C. Penney. The retailer has had similar branded makeover segments with Telemundo and Univision, “but this is the first time out of the box with something thats more Spring Break focused,” Vela explains.”

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