Hbc Selects john st. as Advertising Agency of Record for the Bay



    Exciting new campaign to roll-out for summer 2007

    TORONTO, March 8 /CNW/ - Hudson's Bay Company (Hbc) today announced that
as part of its strategy to reposition its Bay banner with consumers, it has
selected Canadian advertising agency, john st. as the agency of record for the
banner.
    john st. was selected following an extensive agency review and will begin
work immediately on a fresh campaign for the Bay this coming summer. The
campaign will include various components, such as advertising, in-store events
and more. Going forward, john st. will be responsible for developing all
seasonal campaigns in print, TV and radio for the Bay.
    "We're looking forward to a creative partnership with john st.," said
Patrick Dickinson, General Manager, Hbc Marketing. "We believe their retail
experience, coupled with high quality design and interactive work will help to
move the dial on the Bay's image and help make it top of mind with Canadians
who want stylish brands for their homes and closets."
    "We're excited and privileged about the challenge of working with one of
Canada's oldest and most iconic brands," said Arthur Fleischmann, President
john st. "Hbc's management team has high ambitions for the Bay and we believe
we can help them convey the excitement and prestige that this department store
has to offer."

    About Hbc

    Hbc is Canada's largest diversified general merchandise retailer,
operating in department store (the Bay), mass merchandise (Zellers), specialty
(Home Outfitters and Designer Depot) and discount (Fields) formats. With more
than 550 stores and nearly 70,000 associates located in every province in
Canada, Hbc provides Canadians with stylish, quality merchandise at great
value, through retail banners focused on exceptional customer service. Hbc is
a Canadian retail leader in corporate social responsibility, and the fourth
annual Hbc CSR report can be found at www.hbc.com.




For further information:

For further information: Katherine Raso, Hbc Public Relations, (416)
861-6691, katherine.raso@hbc.com


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