The Experiential Agency Is Selected as Event Production Company for Wella Tour

The Experiential Agency Is Selected as Event Production Company
for Wella Tour
XA to Produce a Ten-City Road Tour 


CHICAGO, Dec. 20  /PRNewswire-FirstCall/ -- XA, Inc. ("XA") (OTCBB: XAIN.OB), a
major national event marketing firm that serves many Fortune 500 companies,
today announced it will produce a ten-city road tour for Wella and Sebastian.

The invitation-only events will take place in major-market cities, such as
Cincinnati, Boston, Chicago and Washington D.C., and will include cocktail
receptions, the Wella and Sebastian 2005 trend presentations for hair and
makeup as well as tickets to some of the country's biggest theatrical
productions.

The event marketing industry generates nearly $80 billion a year in direct
spending, according to a study by Deloitte & Touche LLP. Moreover, corporate
spending on event marketing has been growing; it rose 15% in 2003 and it is
predicted to generate an additional 15%-to-20% growth in 2004. (Source: PROMO
Magazine)

About Wella

Wella is one of the world's leading international beauty suppliers. Founded in
1880 by a German hairdresser, the company's roots are firmly entrenched in the
professional salon industry. Today, the Company is represented in more than 150
countries. This internationality stands for proximity to customers and local
presence, to enable the company to develop its business successfully in all
relevant markets. The Wella Corporation recently introduced its international,
full-service business model in several U.S. markets. This will allow the
company to provide unparalleled support and service to the professional salon
industry and to ensure the continued development of the brands to achieve their
growth objectives.

About XA

XA has full service offices in Chicago, New York and Los Angeles from which it
provides corporations and highly visible brands with comprehensive event
marketing, design and production services. Since 1989, Chairman and CEO Frank
Goldstin and his team have been the creative force behind prestigious, national
projects for such clients as The NBA, Disney, McDonald's, British Telecom, Song
Airlines, Eurex, Olympus, Salvatore Ferragamo, Vogue, W Hotels, ABN AMRO and
Emirates Airline. In 2003 and 2004, Special Events Magazine ranked XA as one of
the "Top 50 Powerhouse Event Companies in the World."

This press release contains forward-looking statements within the meaning of
the Private Securities Litigation Reform Act of 1995. In particular, when used
in the preceding discussion, the words "believes," "expects," "intends,"
"will," "anticipated," or "may," and similar conditional expressions are
intended to identify forward-looking statements within the meaning of the Act
and are subject to the safe harbor created by the Act. Except for historical
information, all of the statements, expectations and assumptions contained in
the foregoing are forward-looking statements that involve a number of risks and
uncertainties. It is possible that the assumptions made by management are not
necessarily the most likely and may not materialize. In addition, other
important factors that could cause actual results to differ materially include
the following: business conditions and the amount of growth in the company's
industry and general economy; competitive factors; ability to attract and
retain personnel; the price of the Company's stock; and the risk factors set
forth from time to time in the Company's SEC reports, including but not limited
to its annual report on Form 10-KSB; its quarterly reports on Forms 10-QSB; and
any reports on Form 8-K. XA, Inc. (OTC BB: XAIN) takes no obligation to update
or correct forward-looking statements and also takes no obligation to update or
correct information prepared by third parties that is not paid for by the
Company.

  For more information, please contact:

   Company:                 Investors:                Media:
   Lara Shipp               Truc Nguyen               Stan Froelich
   XA                       VP, Investor Relations    VP, Media Relations
   312-397-9100             Stern & Co.               Stern & Co.

   ext. 2399                212-888-0044              212-888-0044
                 

DATASOURCE: The Experiential Agency



CONTACT:  Lara Shipp of XA, [phone] ext. 2399,

; Investors - Truc Nguyen, VP, Investor Relations,

[phone], , Media - Stan Froelich, VP, Media

Relations, [phone], , both of Stern & Co.



Web site:  http://www.expagency.com/

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