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KMART STORES STAR IN PREMIERE PARTY;EVENT KICKS OFF CBS FALL SEASON

 TROY, Mich., Sept. 13 /PRNewswire/ -- Kmart stores across the country will celebrate the launch of an exciting CBS/Kmart promotion on Sept. 19 with star-studded premiere parties at more than 2,400 Kmart stores.
 From Peachtree City to Petoskey, premiere parties will kick off at 4 p.m. as Kmart customers are welcomed by store greeters dressed in formal attire. Kmart stores will extend Sunday hours to 8 p.m. to celebrate the event with free refreshments and special sales.
 As the lights, camera and action heat up at Kmart stores across the country, Kmart celebrities Mario Andretti, Jerry Baker and Rachel McLish will join CBS personalities Marilu Henner ("Evening Shade"), Joe Lando ("Dr. Quinn Medicine Woman"), Jay Thomas ("Love & War") and stars from CBS daytime dramas making Kmart store appearances.
 For a nominal donation to benefit charity, customers also will have the opportunity to have their pictures taken with a lifelike stand-up of Jane Seymour and Joe Lando from the CBS series, "Dr. Quinn Medicine Woman."
 "In many instances, shopping is a form of entertainment for consumers, so it only makes sense that we team up with the No. 1 network to showcase the star of our company -- the new Kmart," said Joseph Antonini, Kmart CEO and chairman.
 Antonini and actress Jaclyn Smith will host the Westbury, N.Y., premiere party which will celebrate its grand opening. TV watchers will see this premiere party first-hand on Sept. 19 when CBS broadcasts highlights of the star-studded event.
 "This year's CBS/Kmart promotion promises great excitement and shopper involvement, with every Kmart store joining the celebration of our new television season and the new Kmart," said George F. Schweitzer, senior vice president, marketing and communications, CBS broadcast group. "Never before has a network promotion involved such extensive site-based activity. Our new 'promercials,' linking CBS's promotional announcements and Kmart's commercials, will greatly enhance the delivery of both our messages."
 The CBS/Kmart premiere party is the kick off of a two-week promotion which includes two consumer sweepstakes celebrating the launch of new CBS fall shows. Kmart customers will have the opportunity to win up to $25 million in cash and prizes.
 In the first game, "Watch, Match & Win," customers will obtain game cards from 70 million Kmart circulars distributed Sept. 19 and 26. Each night, from Sept. 19 to Oct. 2, CBS will announce a four-digit winning number. If the first two, three or four digits of the numbers broadcast on CBS match the Kmart gamecard, the viewer is an instant prize winner.
 Customers will have a second chance to win Kmart gift certificates with "Kmart Bonus Letter Match-Up." Every game card distributed through the Kmart circular also will include a box with three letters of the alphabet. If all three letters in the box match the letters displayed in Kmart stores on a daily basis, the customer will win a $100 Kmart gift certificate.
 1993 marks the fourth year that CBS and Kmart have teamed up to develop a major consumer promotion tied to the launch of the CBS fall lineup.
 The CBS/Kmart premiere party will be promoted on the CBS Television Network, its affiliate stations and CBS Radio, and in national magazines and daily newspapers.
 Kmart (NYSE: KM) operates nearly 4,000 retail outlets in all 50 states in the United States, Puerto Rico, the U.S. Virgin Islands, Canada, the Czech Republic and Slovakia. Kmart, currently operating 2,400 Kmart stores, is the parent company for PACE Membership Warehouse, Builders Square, PayLess Drug Stores, Waldenbooks, The Sports Authority, OfficeMax and Borders.
 -0- 9/13/93
 /CONTACT: Mary McGeachy of Kmart, 313-637-4840 or 212-687-8747; or Jim Byrne of CBS, 212-975-1900/
 (KM CBS)


CO: Kmart Corporation; CBS ST: Michigan, New York IN: REA ENT SU:

SM -- DE025 -- 1410 09/13/93 15:29 EDT
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Publication:PR Newswire
Date:Sep 13, 1993
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