Kmart Will 'Share The Word' With First-Ever Diversity Campaign

Retailer Partners with Tom Joyner Morning Show to Expand Diversity Reach

Kmart today debuted its first-ever television spot celebrating the diversity of Kmart's customer and associate base. Featuring Grammy-award winning gospel singer CeCe Winans, "Share the Word" encourages viewers to pledge to " ... honor and respect the many cultures of our society" and to "recognize the significance of all races, without prejudice."

'Share the Word' celebrates what makes the United States such a unique place in the world -- the variety of cultures and races melded together," said Chuck Conaway, Kmart chairman and CEO. "Kmart's associates and customers reflect that same richness of diversity."

The commercial debuted as part of the diversity week celebrations related to Martin Luther King, Jr. week at the company's headquarters in Troy, Mich. The event was simulcast to Kmart stores nationwide and all Kmart associates recited the "Share the Word" pledge. The 30-second spot will air in selected markets throughout the United States.

"America is changing," said Don Coleman, president and CEO of Don Coleman Advertising (DCA) which produced the spot. "It is imperative for each of us to take a more expansive view of the American consumer. Let's look beyond the familiar and expand our traditional actions."

Kmart first used the "Share the Word" theme in 2000 for its events related to Black History Month and is extending it to include the many different races and ethnic groups in America, many of which are also included in the spot. "Share the Word" will serve as the umbrella theme for Kmart's various diversity activities and programs throughout the year.

As part of that expanded program, Kmart also announced today that they have signed a 12-month commitment to sponsor "The Tom Joyner Morning Show." The sponsorship includes advertising spots, Sky Shows, the 2001 Fantastic Voyage, "the Joke of the Day" and the Thursday Morning Mom segments. Joyner's show airs in 88 markets and is heard by over 5 million listeners each week throughout the United States.

DCA is the number one multicultural advertising agency in the United States. As a full-service agency specializing in targeted marketing approaches, DCA's expertise and services include research, strategic planning, advertising, promotions, public and press relations, media and special events.

Kmart Corporation (NYSE: KM) serves America with 2,106 Kmart, Big Kmart and Super Kmart retail outlets. In addition to serving all 50 states, Kmart operations extend to Puerto Rico, Guam, and the U.S. Virgin Islands. More information about Kmart is available on the World Wide Web under the "About Kmart" section.

SOURCE: Kmart Corporation

Contact: Mary Lorencz of Kmart Corporation, 248-463-1021; or Michele Y.
Edwards of Don Coleman Advertising, 248-223-8953


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