Media Alert/Photo Opportunity - Fashion Freedom Protest Hits Ottawa's Rideau Centre

    The Bay launches fall campaign with staged protest

    OTTAWA, Aug. 24 /CNW/ - This Friday commuters will experience the Bay's
protest for fashion at Ottawa's Rideau Centre to celebrate the launch of the
fall fashion campaign called BOOM! The protest, which will feature models and
actors wearing the latest fall fashion trends, represents the fight for the
right to look fabulous every day. It will begin at Rideau Centre at 8:00 AM
and go until 9:00 AM.
    The campaign is one inspired by the baby boom generation and the Bay will
celebrate this with an integrated campaign that will resonate and excite the
target audience and beyond. "BOOM" will touch on all senses in a loud, lively
and spirited campaign that will excite consumers and make the Bay their first
stop of the season.

    What:     Protest featuring models and actors wearing the latest in fall
              fashions from the Bay
    When:     Friday August 24, 2007
    Where:    8:00 AM - 9:00 AM - Rideau Centre, Rideau & Sussex
    Who:      Women fighting for the right to look fabulous every day

    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 over
580 retail locations 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 fifth
annual Hbc CSR report can be found at

For further information:

For further information: Katherine Raso, Hbc Public Relations, (416)

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