Sears Begins a New Chapter With Launch of Integrated Marketing Campaign

Ads invite customers to imagine endless possibilities for life at home

Beginning a new chapter in its long history as one of the country's best-known brands, Sears today announced the launch of a new integrated marketing campaign. The campaign, which includes the tag line "Sears. Where it begins," takes a fresh approach to presenting the products, services, and solutions that Sears offers customers throughout all the stages of their lives.

The visual image of a book provides a structure for the new campaign, which extends to television spots, print circulars, the Web site, in-store signage, and other marketing vehicles. Using this image, the campaign suggests that shopping at Sears is like opening a book which tells a never-ending story about possibilities for life at home. It is designed both to recall the Sears heritage and to speak to customers in a way that is relevant to their needs and lifestyles today.

"Our customers are busy, practical people who attach a great deal of importance to their homes and the time they spend there with their families," said Maureen McGuire, chief marketing officer of Sears Holdings. "Sears has a long history of making their everyday dreams come true. The new campaign shows how shopping at today's Sears can inspire them to imagine and fulfill new possibilities for every chapter in their lives."

The marketing campaign, created by Y&R Chicago, launched on Sunday, May 6, with two (:30 and :15 ) Mothers' Day promotional television spots. The :15 version promises that, for any dishwasher orders placed by 3 p.m. on Wednesday, May 9, Sears will guarantee installation on or before Saturday, May 12, the day before Mother's Day. Brand spots for television (both :30 and :60) will launch on May 13.

The new brand spot (:30 and :60 versions) tells one couple's story and illustrates the role Sears plays in it through the years. Every turn of the page in their book from Sears marks a new chapter in their lives, as they move into a new home, their family grows, and they celebrate family occasions. Another spot highlights appliances, as a customer literally reaches into the book to find the inspiration for creating a series of dream kitchens.

The spots will run nationally on network, cable, and syndicated television. They will be featured on programs including the season finales of Fox's "American Idol" and of ABC's "Extreme Makeover: Home Edition", "Desperate Housewives", "Brothers and Sisters", and "Dancing with the Stars", as well as the series finales of ABC's "7th Heaven" and CBS' "King of Queens".

About Sears, Roebuck and Co.

Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,400 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 935 full-line and 1,100 specialty stores in the U.S.

Sears, Roebuck also offers a variety of merchandise and services through,, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. The company is the nation's largest provider of home services, with more than 13 million service calls made annually. For more information, visit the Sears, Roebuck website at or the Sears Holdings Corporation website at

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SOURCE: Sears, Roebuck and Co.

CONTACT: Kirsten Whipple of Sears, Roebuck and Co., +1-847-286-3037

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