Hallmark Showcases the Emotional Power of an Unexpected Card

New marketing campaign launches enhanced 99-cent everyday card line

KANSAS CITY, Mo., March 30 /PRNewswire/ -- Hallmark is rolling out an enhanced
selection of everyday greeting cards, with pricing starting at 99 cents, and a
new marketing campaign showcasing the emotional impact of receiving a card.
The television and online advertising begins today and reflects consumer
research acknowledging an increased need to focus on what matters most in
life--family and friends.

(Photo: http://www.newscom.com/cgi-bin/prnh/20090330/LA91271)

"People are returning to basics, reaching out and letting people know they're
loved and appreciated or just to say thanks," said Tressa Angell, Hallmark
senior product manager.

Hallmark has enhanced the selection of 99-cent greeting cards to offer new
choices, as many people consider sending an unexpected card one of the biggest
little things they can do.

"Our consumers recognize that it's important to say what they want to say,"
notes Angell. "They understand the power an unexpected gesture can have."

That power is the focus of Hallmark's "A Card. It's the Biggest Little Thing
You Can Do" advertising campaign. The series of television ads and online
engagement feature everyday, genuine situations from modern life. John Mayer's
popular song "Say" is interwoven in the creative production. In each scenario,
the act of giving a 99-cent Hallmark card brings people closer together.

About Hallmark Cards, Inc.

Kansas City-based Hallmark has been helping people communicate, celebrate and
connect for nearly 100 years. Hallmark greeting cards and other products can
be found in more than 41,500 places in the U.S. alone, with the network of
Hallmark Gold Crown(R) stores providing the very best selection. The Hallmark
brand also reaches consumers online at Hallmark.com and on television through
Hallmark Hall of Fame original movies and the top-rated Hallmark Channel. In
addition, Hallmark publishes products in more than 30 languages and
distributes them in 100 countries across the globe. The company's Crayola
subsidiary provides fun and imaginative ways for children to colorfully
express themselves. In 2008, privately held Hallmark reported consolidated net
revenues of $4.3 billion. For more information about the company, visit
http://corporate.hallmark.com.

http://newsroom.hallmark.com

SOURCE Hallmark Cards, Inc.

Sarah Kolell of Hallmark Cards, +1-816-545-6270, newsroom@hallmark.com