Starbucks Selects Airfoil Public Relations

Detroit – April 28, 2006 – Starbucks Coffee Company, the leading retailer, roaster and brand of specialty coffee in the world, has named Airfoil Public Relations, Inc., specialists in public relations and marketing communications for both leading and emerging companies, as the public relations agency to support its Great Lakes, North Central Ohio and Allegheny Mountain regions’ marketing initiatives.

“Airfoil embraces the opportunity to work with an industry leader such as Starbucks,” said Airfoil Business to Consumer Practice Vice President Tracey Parry. “We look forward to providing strategic media relations on behalf of Starbucks, connecting consumers, in both metropolitan areas and remote communities, to the leading brand of specialty coffee.”

One of Airfoil’s first major contributions under the agreement was in providing local print and broadcast media relations support for Starbucks’ National Coffee Break program. During this one day event, Starbucks served free coffee all across the nation in an effort to reinforce its customer commitment. In the near term, Airfoil will handle all local media relations support surrounding Starbucks’ initiatives in Detroit, Cleveland, Columbus and Pittsburgh.

“The Airfoil team’s proven precision in the execution of media relations was key to our decision to engage with them,” said Starbucks Marketing Manager Diane DeForest. “We are confident in Airfoil’s ability to communicate our messages in fresh and creative ways, something that’s already been realized in the strong results they drove around our National Coffee Break campaign.”

About Starbucks (http://www.starbucks.com/)
Through the dedication of our passionate partners (employees), Starbucks Coffee Company has transformed the way people in 37 countries enjoy their coffee, one cup at a time. Starbucks is the premier purveyor of the finest coffee in the world, with more than 11,000 retail locations in North America, Latin America, Europe, the Middle East and the Pacific Rim. The Company is committed to offering its customers the highest quality coffee and human connection through the Starbucks Experience, while striving to improve the social, environmental and economic well being of its partners, coffee farmers, countries of coffee origin, and the communities which it serves. Through Ethos Water, Starbucks demonstrates its long history of integrating a social conscience into all aspects of its business. The Company surprises and delights its customers by producing and selling bottled Starbucks Frappuccino® coffee drinks, Starbucks DoubleShot® espresso drink and Starbucks® superpremium ice creams through its joint venture partnerships, and Starbucks™ Coffee and Cream Liqueurs through a marketing and distribution agreement, in other convenient locations outside its retail operations. The Company’s brand portfolio includes superpremium Tazo® teas, Starbucks Hear Music™ compact discs, Seattle’s Best Coffee and Torrefazione Italia. These brands’ unique and innovative personalities allow Starbucks to appeal to a broad consumer base.

About Airfoil Public Relations, Inc. (http://www.airfoilpr.com/)
Airfoil is an independent firm that specializes in marketing communications and public relations for both emerging and established brands. Established in 2000, Airfoil is a Top 100 PR firm, according to PRWeek, and was a recipient of the PRWeek Boutique PR Agency of the Year Honorable Mention. For more information about Airfoil Public Relations, please call 866.AIR.FOIL.

Christa Shalhoub
Airfoil Public Relations
(248) 304-1435
shalhoub@airfoilpr.com
Airfoil Public Relations – High Tech PR