OfficeMax Launches Groundbreaking Back-to-School Campaign

OfficeMax Launches Groundbreaking Back-to-School Campaign

'New Year, New You' Theme Highlights Customization

ITASCA, Ill., Aug. 8 /PRNewswire-FirstCall/ -- OfficeMax(R) (NYSE:OMX), a leader in office products and services, is launching its biggest back-to- school marketing campaign ever that includes relationships with companies such as ABC Family(R), Google Inc., Hollywood Records(R), Inc. and teen-sensation Jesse McCartney. The ground-breaking back-to-school campaign is part of OfficeMax's "New Year, New You" theme that communicates the trend of personalization for students headed back to school.

"The 'New Year, New You' theme reflects the spirit of a fresh start that each student has when leaving one school year behind and embarking on a new one," said Bob Thacker, senior vice president of marketing and advertising at OfficeMax. "The start of a new year is a time of discovery and reinvention."

Breaking from traditional back-to-school advertising, OfficeMax partnered with DDB Chicago, Hollywood Records and Jesse McCartney and ABC Family to create an original content back-to-school television special. The resulting television show, "Schooled", features Jesse McCartney, joined by parents and school officials, pranking a class of eighth graders into believing that they must put their summer vacations on hold and pass grueling oral and written exams to be allowed to proceed to high school as they expected. "Schooled" will air August 17, 2006 on ABC Family. After the airing, OfficeMax retail stores will offer an exclusive, limited edition DVD of the show "Schooled," that will feature Jesse performing songs from his September album launch, as well as behind-the-scenes footage. The show, and additional video segments, will also reach Google Video users at video.google.com/schooled. Google Video is a comprehensive index of free and paid, user-generated and professional video content.

With a new school year just around the corner, OfficeMax is also responding to the Gen Y "Customization Generation," and is offering a new line of customized back-to-school supplies that allows students to express their unique personalities.

OfficeMax locations nationwide now include a "Creation Station(TM)," where students can create their own customized notebooks, quickly and easily. The "Creation Station" is stocked with a variety of covers -- including an array of textures, colors and finishes -- as well as papers and dividers, offering students an opportunity to take the most ordinary of school supplies -- the notebook -- and make them extraordinary -- in a way that fits their personality best.

"From cell phones to MP3 players to back-to-school supplies, students today are looking for unique ways to personalize everything they own," said Bob Thacker, senior vice president of marketing and advertising at OfficeMax. "OfficeMax's new line of customized notebooks and innovative back-to-school products will make it much easier for students to take personalization to the next level and make going back to school much more fun!"

OfficeMax is also collaborating with personalization expert, Kelley Moore, author of "Cube Chic: Take Your Office from Drab to Fab," to highlight creative ways that OfficeMax products can help students personalize their lockers. From jock to musician, Kelley Moore knows first hand that personalization is "key" when it comes to your locker.

The full line of personalized notebooks and all other customizable supplies for back-to-school are available exclusively in OfficeMax stores around the country, or online at http://www.officemax.com/ .

About OfficeMax(R) Incorporated

OfficeMax is a leader in both business-to-business and retail office products distribution. OfficeMax delivers an unparalleled customer experience -- in service, in product, in time savings, and in value -- through a relentless focus on its customers. The company provides office supplies and paper, print and document services, technology products and solutions, and furniture to large, medium and small businesses and consumers. OfficeMax customers are served by more than 35,000 associates through direct sales, catalogs, Internet and nearly 900 superstores. OfficeMax trades on the New York Stock Exchange under the symbol OMX. More information can be found at http://www.officemax.com/ .

OfficeMax Media Contact DomeHK Contact
William Bonner Tracy Straub
630 438 8584 312 836 2913

Source: OfficeMax(R) Incorporated

CONTACT: OfficeMax Media Contact, William Bonner, +1-630-438-8584; or
DomeHK Contact, Tracy Straub, +1-312-836-2913

Web site: http://www.officemax.com/

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