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BACK Premiers Marketing Campaign to Establish Ubiquity Among Small Business; Integrated On-line and Off-line Program Builds on Successful Marketing Strategy
    FRAMINGHAM, Mass.--(BUSINESS WIRE)--Feb. 18, 2000--

      Introduces New Tag Line, "Hey, You Don't Have to Run Out." today announced the launch of an integrated marketing campaign to establish ubiquity among its small business customers, drive traffic to the site and boost online sales. The program kicks off Monday, February 21, with a 30-second national television spot and includes a national radio spot, print advertising in national small-business publications, online advertising on major small-business Web sites, outdoor, direct mail and guerilla components. Created by Staples' in-house agency with Cliff Freeman, and jointly executed by Eisnor Interactive and i-traffic, the campaign introduces's new tag line, "Hey, you don't have to run out."

"The key to building a successful .com brand begins with knowing your customer, utilizing highly targeted marketing vehicles, integrating your message cohesively across all channels and executing against a well-thought-out investment strategy," said Kelly Mahoney, chief marketing officer for "This campaign is designed to leverage's time-saving functionality to drive sales and strengthen relationships with our target customers."

Using Staples' traditionally quirky advertising personality with a .com twist, the 30-second television spot humorously highlights one of the many intuitive and unique features of, automatic email reminders. The spot features a time-crunched, absent-minded small business owner who uses's email reminders to make sure he doesn't run out of office supplies. He successfully accomplishes his responsibilities at the office, but with only a string around his finger to depend on, he can't manage to remember his own wedding day, leaving his bride delayed at the alter. The advertisement will run through April on national and local television networks as a key, strategic component of the campaign.


Launched in the fall of 1998, is Staples Inc.'s (NASDAQ:SPLS) e-commerce business unit that serves the home office and business customer via the Internet. The virtual marketplace offers easy-to-use, customized features and intuitive functions to slash the cost and hassle of purchasing office supplies and services. More than 30,000 products, plus 100,000 downloadable software titles, are available on 24 hours a day, seven days a week. Customers receive free, next-business-day delivery on all orders over $50. More information about the company is available at

"Safe Harbor" Statement under the Private Securities Litigation Reform Act of 1995: Statements in this press release regarding Staples, Inc.'s business which are not historical facts are "forward-looking statements" that involve risks and uncertainties. For a discussion of such risks and uncertainties, which could cause actual results to differ from those contained in the forward-looking statements, see "Risk Factors" in the Company's Annual Report or Form 10-Q for the most recently ended quarter.

     CONTACT: Staples Inc.
              Debby Hohler, 508-253-8509
              Schwartz Communications
              Carissa B. Caramanis, 781-684-0770