Source: PRNewswire http://www.prnewswire.com
Thanks to Backstreet.net reader InErtIA987@aol.com for sending this in.
Polaroid and The Backstreet Boys Create a Picture-Perfect Partnership;
Polaroid Inks Sponsorship
Deal for Into The Millennium Tour
CAMBRIDGE, Mass., Sept. 1 /PRNewswire/ -- Polaroid (NYSE: PRD) announced
today its sponsorship of
the Backstreet Boys' sold out 39-city North American Sears Presents
Backstreet Boys Into The
Millennium Tour, capitalizing on the group's popularity, and further
signifying the company's commitment
to Generation Y.
The Polaroid I-Zone Instant Pocket Camera, the new pocket-sized instant
camera that takes mini photo
stickers, is the "official camera of the Sears Presents Backstreet
Boys Into The Millennium Tour." The
camera will be featured on stage as part of the show, distributed at
retail via Sears, Roebuck, and
Company's Backstreet Boys in-store boutiques and utilized in consumer
promotions throughout the tour.
"What's great about this strategic alliance is that Polaroid, Sears
and the Backstreet Boys are all
targeting the same consumer," said Dave Lucas, Vice President, Marketing,
Polaroid. "The new Pocket
Camera is a very different product for Polaroid. We're going after
an entirely new consumer and we want
our promotions to be as innovative as the product. Sears and the Backstreet
Boys are the perfect
partners to reach kids, tweens and teens."
Details of the sponsorship include on-stage visibility for Polaroid's
Pocket Camera and distribution
through Sears stores nationwide:
* The Backstreet Boys will utilize the I-Zone Instant Pocket Camera in the
show during one of their songs.
* The camera will be known as the "official camera of the Sears Presents
Backstreet Boys Into The Millennium Tour."
In addition, Polaroid and Sears have developed an agreement to feature
a variety of Polaroid products in
Sears stores across the nation:
* Sears will feature the Pocket Camera in their Backstreet Boys boutiques
in over 420 stores nationwide.
* Sears will also feature a wide variety of products from the entire
Polaroid product portfolio (PocketCam, OneStep, PopShots and film) in
850 stores nationwide.
"We're very excited about our strategic alliance with Sears," said Lucas.
"Not only does it provide us with
an excellent distribution vehicle for our products, together we plan
to partner on promotions and public
relations activities to support the Backstreet Boys' tour."
Polaroid's Instant Pocket Camera, which was just awarded the National
Parenting Center's fall 1999 seal
of approval, is the centerpiece of the company's I-Zone product line.
Created especially for kids, teens
and tweens, I-Zone products are designed to encourage creative self-expression
and extend the
boundaries of imagination.
Polaroid Corporation, with annual sales of approximately $2 billion,
is the worldwide leader in instant
imaging. Polaroid supplies instant photographic cameras and films;
digital imaging hardware, software and
media; secure identification systems; graphics imaging systems; sunglasses
and polarizers to markets
worldwide.
SOURCE Polaroid Corporation
CO: Polaroid Corporation
ST: Massachusetts
IN: ENT REA
SU:
09/01/1999 13:44 E