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HearAtLast Teams Up with American Express and Wal-Mart to Conquer Hearing Loss
Date:10/31/2007

TORONTO, Oct. 31 /PRNewswire-FirstCall/ -- HearAtLast Inc. (Pink Sheets: HRAL) announced today that it has formed an alliance with American Express Corporation (NYSE: AXP) and Wal-Mart Stores (NYSE: WMT) to help conquer hearing loss with the launch of a special American Express Giftcard promotion. Starting November 15, 2007, HearAtLast customers will receive a $100.00 American Express Giftcard when they purchase a hearing aid with their American Express card. The promotion is scheduled to last through January 15, 2008.

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

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

HearAtLast Stores are currently located in the following Wal-Mart locations:

Wal-Mart Store # 5742

150 McEwan Dr. E.

Bolton On., L7E-2Y3

Wal-Mart Store # 3050

1280 Fanshawe Park Rd. W.

London On., N6G-1B5

Wal-Mart Store # 3159

1900 Eglington Ave. E

Scarborough Ont., M1L-2L9

Wal-Mart Store # 3053

5000 Highway #7 Unit Y006A

Markham On, L3R 4M9

Wal-Mart Store # 3016

881 St Clair St. Extension

Chatham On., N7M-5J7

Wal-Mart Store # 3131

2210 Bank St.

Ottawa On., K1V-1J5

Wal-Mart Store # 3114

3120 Dougall Ave.

Windsor On., N9E-1S7

Wal-Mart Store # 3031

165 North Queen St.

Etobicoke On., M9C-1A7

Wal-Mart Store # 3082

1444 Quinn Dr.

Sarnia On., N7T-7H4

Wal-Mart Store # 3195

1070 Major Mackenzie Dr.

Richmond Hill On, L4S 1P3

About HearAtLast

HearAtLast Holdings, Inc. is a Nevada corporation that owns and operates its wholly-owned subsidiary HearAtLast Inc., a chain of hearing stores specializing in the sale of digital hearing aids and testing services. The company develops, owns, and operates hearing aid clinics co-located within select Wal-Mart stores throughout Canada. HearAtLast facilities sell a selection of high quality brand name hearing aids and also offer complimentary screening tests, clinical hearing tests, instant custom MP3 headphones and custom hearing protection. The Company's mission is to consolidate the highly fragmented hearing services industry while providing unparalleled service to the estimated 30+ million hearing impaired individuals throughout North America. After a prescription is approved, the independent on-site audiologists and hearing aid practitioners at HearAtLast utilize a refined process 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, network and travel company founded in 1850. The Company is a leader in prepaid products, including the 116-year old American Express Travelers Cheque, the preeminent brand welcomed worldwide. American Express issues other prepaid products including Cheques for Two, Gift Cards, Gift Cheques, and a range of corporate incentive prepaid products through American Express Incentive Services, 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 other statements in this press release other than historical facts, are "forward-looking statements" within the meaning of Section 27A of the Securities 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 of 1995. The Company intends that such forward-looking statements be subject to the safe harbors created thereby.

The above information contains information relating to the Company that is based on the beliefs of the Company and/or its management as well as assumptions made by and information currently available to the Company or its management. When used in this document, the words "anticipate," "estimate," "expect," "intend," "plans," "projects," and similar expressions, as they relate to the Company or its management, are intended to identify forward-looking statements. Such statements reflect the current view of the Company regarding future events and are subject to certain risks, uncertainties and assumptions, including the risks and uncertainties noted. Should one or more of these risks or uncertainties materialize, or should underlying assumptions prove to be incorrect, actual results may vary materially from those described herein as anticipated, believed, estimated, expected, intended or projected. In each instance, forward-looking information should be considered in light of the accompanying meaningful cautionary statements herein. Factors that could cause results to differ include, but are not limited to, successful performance of internal plans, the impact of competitive services and pricing and general economic risks and uncertainties.

Investor Relations:

Stephen Taylor

Taylor Capitol, Inc.

Email: STEPHTAYL9@AOL.COM

Office: 973-351-3868


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SOURCE HearAtLast Inc.
Copyright©2007 PR Newswire.
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