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Staples Makes Digital Imaging Easy This Holiday Season

FRAMINGHAM, Mass.--(BUSINESS WIRE)--Nov. 17, 2004--

New Commercial Demonstrates That Even Grandma Clicks With Digital Cameras

Staples makes imaging easy for the many consumers purchasing digital cameras this holiday season. Already a trusted source for photo paper, ink and printers, Staples will launch a new holiday advertising campaign on Sunday, November 21 that highlights the retailer as a destination for digital cameras for the whole family.

The holiday campaign is the first creative by Staples' recently selected agency of record McCann Erickson, and includes television and radio spots leveraging Staples signature empathetic humor to demonstrate that there is a digital camera for everyone on your holiday shopping list. The 30-second television commercial features a family preparing for the holidays and decorating the tree. Grandma gathers the family around for a photo and - click - snaps a stapler just like a camera. Grandma shakes her head as the announcer says, "Come on, take the hint. Staples has the digital cameras everyone wants this year." The spot also features Staples' expanded digital camera selection, camera accessories and trained associates.

"With an increasing number of households entering the digital age, digital cameras and imaging accessories will be some of the hottest sellers of the holiday season," said Shira Goodman, Staples' executive vice president of marketing. "Staples offers a one-stop shopping environment where consumers can get the digital camera, paper, ink and accessories they need all in one place, so there's no need to shop anywhere else. And because digital cameras are already powered up in Staples stores with handy comparison charts and information, it's easy to try and easy to decide."

According to InfoTrends/Cap Ventures, the market for digital cameras continues to grow, with 40 percent of U.S. households expected to own a digital camera by the end of this year. To make shopping for digital imaging easier for first-time and repeat digital camera buyers, Staples customers will experience improved online and store formats. As an increasing number of consumers "go digital," Staples has doubled its digital camera selection and expanded offerings of related peripherals including photo printers, memory cards, software, photo paper, ink and more.

At its retail locations, Staples has specially-trained sales associates and has re-configured the digital imaging department to include a larger product selection and a "try before you buy" ability. Utilizing a new technology that allows the cameras to stay continually on without replacing batteries, consumers can try a wide assortment of cameras from Fuji, HP, Kodak, Nikon, Olympus and Sony without assistance. Online, consumers can choose from over 100 digital cameras and be guided through the process with helpful comparison charts, interactive product tours and helpful tutorials. For those looking for an easy choice in printers and peripherals, Staples offers a number of exclusive bundled packages including cameras and accessories from top manufacturers such as Kodak, HP, and Olympus.

About Staples

Staples, Inc. invented the office superstore concept in 1986 and today is the world's largest office products retailer. With 60,000 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 2003 sales of $13 billion, Staples serves consumers and businesses ranging from home-based businesses to Fortune 500 companies in 19 countries throughout North America, Europe and Asia. Headquartered outside of Boston, Staples operates approximately 1,600 office superstores and also serves its customers through mail order catalog, e-commerce and contract businesses. More information is available at

CONTACT: Weber Shandwick
Renata Hopkins, 617-520-7259

SOURCE: Staples, Inc.