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Press release from CNW Group

Spring Has Sprung at Sears Canada with New Advertising Campaign

Friday, March 01, 2013

Spring Has Sprung at Sears Canada with New Advertising Campaign09:00 EST Friday, March 01, 2013New Campaign Marks Return to Television and the First Anniversary of the LOOK! ReportTORONTO, March 1, 2013 /CNW/ - Sears Canada Inc. (TSX: SCC) today announced the launch of a new national television advertising campaign that helps bring spring to Canadians longing for better weather with product ideas available at Sears, and which features the company's recently launched branding statement: Make Every Day a Great Day.Working with Unitas Reputation Agency, Sears developed a set of three 15-second commercials that feature the theme of "Spring Things," and they will run through to the end of March. The advertisements bring to life the Sears brand by creating a series of happy moments through sound and animation while featuring an individual hero item: a great spring dress, a powerful lawnmower and beautiful patio decor. The advertisements will run on CTV, CITY, Global and CBC as well as specialty channels such as TSN, Food Network, Slice and W Network."Sears is passionate about connecting with families across the country, and we're excited about using our latest television spots to reach Canadians with great spring season product mixed with some good humour," said Calvin McDonald, President and CEO, Sears Canada. "I am especially proud of this campaign because it represents the essence of our new brand positioning centered on helping customers have a great day when they use our products and services."The three spots will feature products from the spring edition of the LOOK!report, the company's quarterly fashion publication that highlights the season's newest styles in apparel and home products at prices Canadians can afford, identified and described by Sears Trend Directors. The LOOK! report, which is celebrating its one-year anniversary with this spring issue, will be distributed to over 5 million homes this week.All of the products featured in the commercials are available as part of the Sears spring LOOK! Collection.About Sears Canada Sears Canada is a multi-channel retailer with a network that includes 181 corporate stores, 261 hometown dealer stores, 9 home services showrooms, over 1,500 catalogue and online merchandise pick-up locations, 101 Sears Travel offices and a nationwide home maintenance, repair, and installation network. The Company also publishes Canada's most extensive general merchandise catalogue and offers shopping online at www.sears.ca.SOURCE: Sears Canada Inc.For further information: Contact for Media: Alicia Richler Sears Canada, Corporate Communications (416) 941-4423 arichle@sears.ca