STAMFORD Conn. Dec. 9 2003 – World Wresting Entertainment today unveiled its new multimillion dollar marketing campaign for its WWE Monday Night RAW cable franchise.

This is the second major advertising initiative it has announced within the last few weeks as it eyes greater television ratings and record-setting pay-per-view buys for WrestleMania XX on March 14 2004.

Kurt Schneider WWE Executive Vice President said the “Escape the Rules” campaign takes universally accepted axioms such as ‘don’t take candy from strangers’ or ‘look before you leap’ and shows how RAW turns those conventions upside down. The ads show viewers that by watching RAW you can truly ‘escape the rules’ vicariously and safely.

“Our whole lives are governed by rules; it doesn’t matter who you are or how much you make since birth you were socialized by all these regulations ” said Schneider. ”RAW is that two-hour escape every week from these rules. We do all the things everyone has always been telling you not to do. We do it so you don’t have to.”

Beyond having a major impact on the show itself as a tagline and in on-air promos
the multimedia campaign will run in Entertainment Weekly Sports Illustrated D.C. Comics Mad Magazine and on AOL’s online service. Commercials will be seen on Cartoon Network’s late night “Adult Swim” programming and in other programs on TNT and TBS. The “Escape The Rules” concept will also be included in all future RAW radio spots outdoor ads and promotional marketing programs. It will play a prominent role in WWE’s huge guerilla marketing effort for WrestleMania XX.

The campaign was developed in-house. The total media support for the “Escape The Rules” campaign over the next four months is valued at more than $2 million. WWE recently launched a “Smack Your TV™” ad campaign with similar media support for its flagship program on network television WWE SmackDown! (9 p.m. ET/PT on Thursdays on UPN).

“Response to our ‘Smack Your TV’ campaign has been great ” said Schneider. “We expect the ‘Escape The Rules’ campaign to add to the buzz. We continue to strike an external chord with fans that are fans that were and fans that will be.”

RAW has consistently been the top-rated regularly schedule program on basic cable for several years. SmackDown! has also been a solid ratings performer for UPN and this season ranks in the top 10 regularly scheduled broadcast primetime programs among Male Teens and Males 12-24.

WWE continues to see strong advertising demand with more than 125 companies that advertise in our programming on cable syndicated and network TV. Sell-out rates are well over 90%.

World Wrestling Entertainment Inc. (NYSE: WWE) is an integrated media and entertainment company headquartered in Stamford Conn. with offices in New York City Los Angeles Toronto and London. Additional information on the company can be found at wwe.com and corporate.wwe.com. For additional information on WrestleMania XX to be broadcast live on pay-per-view from Madison Square Garden in New York City on March 14 2004 go to wrestlemania.wwe.com. Information on television ratings and community activities can be found at parents.wwe.com.

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Media contact: Gary Davis 203-353-5066
Investor contact: Michele Goldstein 203-352-8642

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