HearAtLast Teams Up with American Express and Wal-Mart to Conquer Hearing Loss

Wednesday, October 31, 2007 General News
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TORONTO, Oct. 31 HearAtLast Inc.(Pink Sheets: HRAL) announced today that it has formed an alliance withAmerican Express Corporation (NYSE: AXP) and Wal-Mart Stores (NYSE: WMT) tohelp conquer hearing loss with the launch of a special American ExpressGiftcard promotion. Starting November 15, 2007, HearAtLast customers willreceive a $100.00 American Express Giftcard when they purchase a hearing aidwith their American Express card. The promotion is scheduled to last throughJanuary 15, 2008.

Hearing loss is the number one occupational health disease (or hazard) inNorth America and it affects over 10% of the population worldwide according todata provided by the World Health Organization. This campaign aims to increasepublic awareness with regard to hearing loss and educate the masses in theareas of hearing loss prevention and protection.

"We are delighted to have high profile partners like Wal-Mart and AmericanExpress to spearhead this campaign to create public awareness with regard tohearing loss," stated Robert J. Oswald, President of HearAtLast. "For far toolong the hearing aid industry has been tucked away in strip malls and medicalclinics virtually invisible to the public. Now with the help of the world'slargest retail chain and a financial giant like American Express we can letthe public know that hearing is not a luxury but a necessity!" added Oswald.

About HearAtLast

HearAtLast Holdings, Inc. is a Nevada corporation that owns and operatesits wholly-owned subsidiary HearAtLast Inc., a chain of hearing storesspecializing in the sale of digital hearing aids and testing services. Thecompany develops, owns, and operates hearing aid clinics co-located withinselect Wal-Mart stores throughout Canada. HearAtLast facilities sell aselection of high quality brand name hearing aids and also offer complimentaryscreening tests, clinical hearing tests, instant custom MP3 headphones andcustom hearing protection. The Company's mission is to consolidate the highlyfragmented hearing services industry while providing unparalleled service tothe estimated 30+ million hearing impaired individuals throughout NorthAmerica. After a prescription is approved, the independent on-siteaudiologists and hearing aid practitioners at HearAtLast utilize a refinedprocess to dispense a hearing aid in about an hour.

For additional information log on to: http://www.hearatlast.com

About American Express Corp.:

American Express Company (NYSE: AXP) is a leading global payments, networkand travel company founded in 1850. The Company is a leader in prepaidproducts, including the 116-year old American Express Travelers Cheque, thepreeminent brand welcomed worldwide. American Express issues other prepaidproducts including Cheques for Two, Gift Cards, Gift Cheques, and a range ofcorporate incentive prepaid products through American Express IncentiveServices, a joint venture with Maritz Inc.

For more information visit http://www.americanexpress.com.

Safe Harbor

Statements about the Company's future expectations and all otherstatements in this press release other than historical facts, are"forward-looking statements" within the meaning of Section 27A of theSecurities Act of 1933, Section 21E of the Securities Exchange Act of 1934,and as that term is defined in the Private Securities Litigation Reform Act of1995. The Company intends that such forward-looking statements be subject tothe safe harbors created thereby.

The above information contains information relating to the Company that isbased on the beliefs of the Company and/or its management as well asassumptions made by and information currently available to the Company or itsmanagement. When used in this document, the words "anticipate," "estimate,""expect," "intend," "plans," "projects," and similar expressions, as theyrelate to the Company or its management, are in


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