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PUBLICITY KIT

The Art of Disney: Friendship

Disneyland - the "Happiest Place on Earth" - became even more animated on June 23, 2004, when the U.S. Postal ServiceŽ issued The Art of Disney: Friendship postage stamps. The first day of issue dedication ceremony took place at the Disneyland Resort in Anaheim, California.

The stamps feature Mickey Mouse, Goofy, Donald Duck, and a host of Disney friends. In addition, a new set of stamped postal cards and stamped stationery will make it easy to write home.

The Art of Disney: Friendship stamps are expected to be very appealing to youngsters and to the millions of Mickey Mouse and other Disney character enthusiasts. Many community and youth outreach events are taking place surrounding the announcement of The Art of Disney: Friendship stamps.

This stamp issuance leverages our relationship with the Walt Disney Company to maximize publicity and revenue opportunities by conducting events inside more than 300 shopping malls that house Disney retail store outlets. And, with your help, our stamps will once again help spread a message of friendship on millions of letters mailed all across America.

Inside this field publicity kit, you will find suggestions and ideas to help you implement events in your community surrounding The Art of Disney: Friendship stamp. Be sure to use the expertise of your Public Affairs and Communications team as you develop and plan your local events.

As we make plans to promote The Art of Disney: Friendship stamps, I want to take this opportunity to thank you for your support. Promoting the Postal Service'sTM stamp program provides us with a unique way to gain community support for Postal Service public policy programs and helps strengthen our ties with the communities we serve.

Azeezaly S. Jaffer

Vice President, Public Affairs and Communications

PUBLICITY KIT

The Art of Disney: Friendship

Postal ServiceTM employees can find an electronic version of The Art of Disney: Friendship stamps publicity kit on the Intranet at http://blue.usps.gov; in the left-hand column, click on Public Affairs and Communications; in the left-hand column, click on Postmaster's Toolkits. That electronic version makes it easy to complete the fill-in-the- blank materials included in the kit.

Publicity Ideas to Interest the Media

Stamp Dedication Ceremonies in Malls That House Disney Stores

The key to generating additional revenue and media attention is to publicize the event as a unique opportunity to have the Disney stamps postmarked on anything - including Disney collectibles - on the day of the special stamp dedication ceremony. Conducting the event in your mall's public access area near a Disney Store will assist in attracting collectors of Disney memorabilia.

Disney Stores are similar to those found in the Disney theme parks in Anaheim, California, and Orlando, Florida, in that they sell Disney-themed toys, dolls, movies, games, clothes, accessories, art, and other collectibles. More than 300 Disney Stores are located in shopping malls across America.

Due to space constraints and potential disruptions to Disney Store retail operations, events cannot be held in Disney Stores. Before moving forward, postmasters must first obtain permission from mall management to conduct the ceremony in the public access area. In some situations, mall management may require a fee.

We ask postmasters not to contact their local Disney Store. Contact Clint Johnson with the Disney Store's corporate offices at 818-265-4232 as soon as possible. Clint will contact the store to share the information so that the store employees can inform customers of the upcoming event and staff their store accordingly.

Stamp Dedication Ceremonies at Post Offices

If a Disney Store is outside of your service area, consider conducting either a ceremony at your Post OfficeTM or a local youth outreach event. Disney is also assisting us through its Disney Radio Station network. This relationship extends publicity assistance through the Disney Radio Station network that operates affiliates in the following 11 major metropolitan areas:

• Atlanta, Georgia

• Boston, Massachusetts

• Chicago, Illinois

• Dallas/Ft. Worth, Texas

• Denver/Boulder, Colorado

• Houston, Texas

• Kansas City, Missouri

• Minneapolis/St. Paul, Minnesota

• New York, New York

• Philadelphia, Pennsylvania

• Portland, Oregon

Our Public Affairs and Communications (PA&C) team will work with Disney to promote your activities.

Disney Contacts

Following is a list of Disney Store locations. Please contact Clint Johnson at the Disney Store's corporate offices (818-265-4232) rather than call a store directly. Clint will contact your local Disney Store's management to let them know your event's date. As part of their day-to-day customer retail activities, Disney Store staff will raise awareness among Disney customers. Disney Store management will also staff accordingly on the day of your event. Disney Radio Station Network contacts can be made through your PA&C team office. See PA&C contact listing on page 26.

The Walt Disney Company maintains a retail outlet network of more than 300 Disney Stores.