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Press release from CNW Group

Hudson's Bay Revs Into Summer With Cross-Canada Project Adventure

Monday, June 24, 2013

Hudson's Bay Revs Into Summer With Cross-Canada Project Adventure

09:01 EDT Monday, June 24, 2013

Four Explorers. Two Months. One Epic Road Trip.

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TORONTO, June 24, 2013 /CNW/ - This summer, Hudson's Bay, the iconic Canadian brand and original adventurers has set out on an epic journey across the country in an instantly recognizable custom-branded RV featuring the company's signature stripes. Coined Project Adventure, the journey will see four explorers embark on a modern day two-month long road trip across Canada to some of the most exciting and inspiring destinations this country has to offer.

Showcasing the vast landscape and great Canadian outdoors, Project Adventure's explorers will take on fun activities on land, at sea and in the air and will be entirely documented and shared on B-Insider.com in a webisode series launching July 1st and across all social media channels. The tour kicked off on June 19th in Vancouver, British Columbia with stops in 49 Canadian cities and finishes in Rocky Harbour, Newfoundland on August 11th. Continuing to celebrate its past, present and much-anticipated future, Hudson's Bay is hitting the open road for a truly Canadian experience, sharing the unique beauty of our country and the adventure embedded deep within.

"Project Adventure recaptures Hudson's Bay's heritage and history as the original adventurer and looks ahead to the future in a modern, interactive and social way," says Marc Metrick, EVP, Chief Marketing Officer, Hudson's Bay Company. "Our brand has always represented the Canadian spirit of adventure and this cross-Canada tour is an opportunity for us to engage with our consumers in an exciting way and take them on a trip of a lifetime across this beautiful country and into the great outdoors."

Living the Canadian Dream

Hand-picked for their innate sense of adventure, the explorers leading this journey are Michael Simonetti, age 27; Brent Marson, age 27; Ryan Banting, age 20; and Chris Arthur, age 20. All are avid-travelers, athletes and film-makers, with a love for the great outdoors.

Decked out from head to toe in Hudson's Bay signature Stripes Collection, the team of four will make Canada their home and playground for the next two months, participating in true Canadian summer outdoor activities and adventures including surfing, kayaking, bear tours, an alpine helicopter tour, mountain biking, visiting a bison safari, snorkeling with Beluga whales, dog sledding, wakeboarding, waterskiing, the CN Tower Edge Walk, paragliding, and much more.

Supporting Canada's Olympic Athletes

Along the way, selected Canadian Olympic athletes will meet up with the explorers for an exclusive Olympic training session. The explorers will get to spend a day in the life of an Olympian and will receive lessons from the pro's in the sports or activities that they've spent their lives training for, or in their current outdoor athletic passion including surfing, kayaking, mountain biking, volleyball and archery.

The tour will also stop at various Hudson's Bay locations across the country in major markets including Vancouver, Edmonton, Calgary, Winnipeg, Toronto, Ottawa, Montreal, Quebec City, and Moncton, where consumers can stop by the parked RV and hang-out with the explorers to hear about their journey to-date and what's just around with the corner.

#ProjectAdventure: Stay Connected

To connect and engage with Canadians throughout the tour, Hudson's Bay is documenting every step of the adventure and producing a Project Adventure webisode series airing on Canada Day, July 1 on B-Insider.com. The explorers will be equipped with cameras so that every thrill and adventure they embark on is captured and then shared with the world through Hudson's Bay's Instagram, Pinterest and Vine accounts, Twitter handle and Facebook page.

To honour the adventurous spirit instilled in all Canadians, Hudson's Bay is launching a social media contest with the hashtag #ProjectAdventure that challenges Canadians to share a photo or short video clip of them on a great Canadian adventure this summer. At the end of the journey, one winner will be selected to win a $2500 Hudson's Bay Gift Card.

Additionally, Hudson's Bay is encouraging Canadians to purchase a pair of its signature Olympic sunglasses ($10.00) and for every pair purchased, $3.33 will be donated to The Canadian Olympic Foundation to support Canadian athletes in their quest for the Games.

About HBC
Hudson's Bay Company (HBC), founded in 1670, is North America's longest continually operated company.  In Canada, HBC operates Hudson's Bay, Canada's largest department store with 90 locations, unsurpassed in its fashion, beauty, home and accessory designers and brands, as well as thebay.com. HBC also operates Home Outfitters, Canada's largest home specialty superstore with 69 locations across the country. In the United States, HBC operates Lord & Taylor, a department store with 48 full-line store locations throughout the northeastern United States and in two major cities in the Midwest, and lordandtaylor.com.

With approximately 29,000 Associates in Canada and the U.S., Hudson's Bay Company banners provide stylish, quality merchandise at great value, with a dedicated focus on service excellence.  Hudson's Bay Company trades on the Toronto Stock Exchange under the symbol "HBC".

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Video with caption: "Video: Preview Hudson's Bay's Project Adventure webisode series launching July 1 on B-Insider.com.". Video available at: <object width="560" height="315"><param name="movie" value="http://www.youtube.com/v/EA84YZoD2nI?version=3&hl=en_US"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/EA84YZoD2nI?version=3&hl=en_US" type="application/x-shockwave-flash" width="560" height="315" allowscriptaccess="always" allowfullscreen="true"></embed></object>

Image with caption: "From L to R: Hudson's Bay's Project Adventure explorers Michael Simonetti, Brent Marson, Ryan Banting and Chris Arthur, get a surf lesson from Canadian Olympian, Ashleigh McIvor in Tofino, British Columbia. (CNW Group/Hudson's Bay Company)". Image available at: http://photos.newswire.ca/images/download/20130624_C2646_PHOTO_EN_28377.jpg

Image with caption: "Hudson's Bay's Project Adventure custom-branded RV in its signature Stripes. (CNW Group/Hudson's Bay Company)". Image available at: http://photos.newswire.ca/images/download/20130624_C2646_PHOTO_EN_28378.jpg

SOURCE: Hudson's Bay Company

For further information:

For more information or to arrange an interview, please contact:

Danika Lochhead
Strategic Objectives
416-366-7735 x 290
dlochhead@strategicobjectives.com

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