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Article: Kmart Prepares for Return of Blue Light Marketing Tool.

Article from:
Knight Ridder/Tribune Business News
Article date:
March 29, 2001
Copyright

By Jennifer Bott, Detroit Free Press Knight Ridder/Tribune Business News

Mar. 29--Kmart Corp. is turning its old blue light on again, this time in a 21st-Century fixture.

The Troy-based retailer is busy hanging giant blue halos lit from inside from the ceilings of its stores this week in preparation for bringing back one of the most famous marketing ideas of the 20th Century.

Kmart Chairman Chuck Conaway will officially unveil the marketing campaign in New York on Monday. However, billboards touting "The Blue Light Is Back" have already popped up along metro Detroit highways.

The blue light special and its famed "Attention Kmart ...

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