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Kmart and E! Entertainment Television Announce Exclusive
Cross-Promotional Alliance
Partnership will Launch Retailer's New Exclusive Line of Apparel and Promote
"E! News Live"
TROY, Mich. and LOS ANGELES, Aug. 12 /PRNewswire-FirstCall/ -- Kmart Holding
Corporation (NASDAQ:KMRT) ("Kmart") and E! Entertainment Television ("E!")
today announced an innovative marketing campaign to launch Attention(R), a new
apparel line available only at Kmart, and promote "E! News Live," the only live
daily entertainment news telecast. The partnership allows the major retailer
and the top cable television network to jointly leverage their respective
assets for mutually beneficial purposes.
As part of the deal, talent from "E! News Live," including Alisha Davis,
Giuliana Depandi and Kristin Veitch, will wear Attention(R) in Kmart's magazine
advertising campaign scheduled to break this week in major fashion and
entertainment publications. In addition, the E! personalities will wear the
retailer's Attention line on "E! News Live" weekly throughout the fall. In
return, Kmart will include tune-in messaging for "E! News Live" in the magazine
campaign and in signage throughout its stores.
Paul Guyardo, Kmart's Senior Vice President, Chief Marketing Officer, said,
"We're excited to be working with E! because it provides another great
opportunity to market our exclusive brands in a non-traditional way. Our new
Attention line is smart, stylish apparel that comes to life perfectly when worn
by the women of E! News Live."
Stephen Earley, Vice President, Marketing Solutions, E! Networks commented,
"This new Kmart partnership is a wonderful match for us, providing an exciting
new way for E! to further extend our brand, expand the awareness of our popular
news franchise and its personalities, and to reach the desirable 18-49 female
demographic."
Creative for the campaign was developed by Grey Worldwide (NASDAQ:GREY).
About Kmart Holding Corporation
Kmart Holding Corporation (NASDAQ:KMRT) and its subsidiaries (together,
"Kmart") is a mass merchandising company that offers customers quality products
through a portfolio of exclusive brands including Thalia Sodi, Jaclyn Smith,
Joe Boxer, Kathy Ireland, Martha Stewart Everyday, Route 66 and Sesame Street.
For more information visit the Company's website at http://www.kmart.com/ .
About E! Networks
Based in Los Angeles, E! Networks is the world's largest producer and
distributor of entertainment news and lifestyle-related programming. The
company operates E! Entertainment Television, the 24-hour network with
programming dedicated to the world of entertainment; The Style Network where
life gets a new look, and E! Online, located at http://www.eonline.com/ . E!
is currently available to 85 million cable and direct broadcast satellite
subscribers in the U.S. Style currently counts 36 million subscribers with
commitments to reach over 40 million in 2004. E! Online reaches 6 million
monthly unique U.S. adult users.
Cautionary Statement Regarding Forward-Looking Information and Other Matters
Statements or reports made by or on behalf of Kmart which address activities,
events or developments that we expect or anticipate may occur in the future are
forward-looking statements within the meaning of the Private Securities
Litigation Reform Act of 1995 that reflect, when made, Kmart's current views
with respect to current events and financial performance. Such forward-looking
statements are based upon assumptions concerning future conditions that may
ultimately prove to be inaccurate and involve risks, uncertainties and factors
that could cause actual results to differ materially from any anticipated
future results, express or implied, by such forward- looking statements.
Factors that could cause actual results to differ materially from these
forward-looking statements include, but are not limited to, factors relating to
Kmart's internal operations and the external environment in which it operates;
Kmart's ability to successfully implement business strategies and otherwise
fund and execute planned changes in various aspects of the business;
marketplace demand for the products of Kmart's key brand partners, as well as
the engagement of appropriate new brand partners; changes in consumer spending
and Kmart's ability to anticipate buying patterns and implement appropriate
inventory strategies; Kmart's ability to reverse its negative same-store sales
trend; competitive pressures and other third party actions, including pressures
from pricing and other promotional activities of competitors, as well as new
competitive store openings; the resolution of allowed claims for which Kmart is
obligated to pay cash under the Plan of Reorganization; Kmart's ability to
properly monitor its inventory needs in order to timely acquire desired goods
in appropriate quantities and/or fulfill labor needs at planned costs; Kmart's
ability to attract and retain customers; Kmart's ability to maintain normal
terms with vendors and service providers; Kmart's ability to maintain
contracts, including leases, that are critical to its operations; Kmart's
ability to develop a market niche; regulatory and legal developments; general
economic conditions; weather conditions, including those which affect buying
patterns of Kmart's customers; other factors affecting business beyond Kmart's
control; Kmart's ability to attract, motivate and/or retain key executives and
associates; and other risks detailed in Kmart's Securities and Exchange
Commission filings. Kmart undertakes no obligation to release publicly the
results of any revisions to these forward- looking statements to reflect events
or circumstances after the date such statements were made.
DATASOURCE: Kmart Holding Corporation; E! Entertainment Television
CONTACT: Kmart Media Relations, +1-248-463-1021; or Nicole Goesseringer
of E!, +1-323-692-4454,
Web site: http://www.kmart.com/
http://www.eonline.com/