Staples' Holiday Marketing Promotes Ease of Buying High-Tech Gifts

Business Wire, Nov 15, 2007

Integrated Marketing Campaign Focuses on Hottest Technology and Best Brands

FRAMINGHAM, Mass. -- To remind shoppers just how easy holiday gift-giving can be, Staples, Inc. (NASDAQ: SPLS) is launching a new multi-vehicle marketing campaign under the banner "That Holiday was Easy." Starting on Nov. 18, the world's largest office products company will introduce new television, radio, online and direct-mail advertising, all focused on the season's hottest technology gifts available at great prices and without any hassle at Staples.

"Our holiday marketing campaign reminds our loyal shoppers that we stock a large assortment of the most popular items from the best names in the business, including GPS systems from TomTom, Canon digital cameras, and HP and Dell laptops," said Shira Goodman, Staples' executive vice president of marketing. "Staples customers are already familiar with our quality shopping experience, helpful store associates and low prices for everyday office supplies, and we want them to know that we're a great place to find holiday gifts for the entire family, too."

That Holiday was Easy

The newest Staples TV commercial features the brand's signature humor and popular "easy" messaging in a style reminiscent of favorite holiday films from past decades. A hail of the hippest technology items, seemingly on a mission from another universe, interrupts an idyllic American family's holiday preparations at home. Ultimately, the family's lively baby and his carefree banging of the Staples Easy Button prove to be the culprit.

The commercials were developed by McCann Erickson and include a 30-second and 15-second version. One of the 15-second spots will promote the wide assortment of Dell notebook and desktop computers, monitors, printers, ink and toner available at Staples just in time for the holidays. In November 2007, Staples became the only office supply superstore to offer Dell technology products. The spots are slated to begin airing nationally on Sun., Nov. 18.

In addition to television advertisements, Staples' integrated marketing campaign features:

* Radio and online advertising as well as circulars focusing on the latest tech gifts and special offers

* Direct mail, e-mail and in-store signage targeting existing Staples customers

* Dedicated microsite highlighting breadth of product across several tech categories and deals on the best brands - www.staples.com/holiday

Visit www.staples.com/holidaypr for even more news and photos.

About Staples

Staples, Inc. invented the office superstore concept in 1986 and today is the world's largest office products company. With 74,000 talented associates, the company is committed to making it easy to buy a wide range of office products, including supplies, technology, furniture, and business services. With 2006 sales of $18.2 billion, Staples serves consumers and businesses ranging from home-based businesses to Fortune 500 companies in 22 countries throughout North and South America, Europe and Asia. Headquartered outside of Boston, Staples operates more than 1,900 office superstores and also serves its customers through mail order catalog, e-commerce and contract businesses. More information is available at www.staples.com.