SCOTTSDALE, Ariz. (April 8, 2009) – Fender is proud to announce the new “Soul of Tone” promotion, designed to highlight the attributes of Fender amplification while engaging consumers and drive traffic into retail stores. Fender amplifiers are known worldwide as the soul of great live and recorded guitar tone, regardless of musical genre.

The “Soul of Tone” campaign invites guitar and bass players to go to their local authorized Fender dealer, play through any Fender amplifier and receive a high-style “Soul of Tone” T-shirt. The Fender “Soul of Tone” promotion begins April 2, 2009 and runs through June 30, 2009 and includes all new Fender amplifiers for electric guitar and bass, as well as amplifiers for acoustic guitars.

To participate, musicians simply:

* Go to www.fender.com/souloftone

* Download and print the “Soul of Tone” coupon, and bring it into the store

* Test drive any Fender amplifier and have your dealer authorize your coupon

* Mail the form back to Fender and receive your free T-shirt

The “Soul of Tone” campaign also includes a “Tone Bucks” incentive program for sales floor staff and management at participating dealers. Interested dealers are encouraged to contact their Fender District Sales Manager for more details.

While some companies are known solely for their instruments, and others are known solely for their amps, Fender has a continuous history and fine heritage of innovation and acclaim for both. The 1950s-’60s development of Fender’s most famous electric guitars proceeded hand-in-hand with the development of the great Fender amps that allowed them to be heard loud and clear. Today, more than 60 years after they were first heard, Fender guitar amplifiers continue to embody that pioneering spirit, technical excellence and define the “Soul of Tone.”

Available in the United States only. The Fender “Soul of Tone” test drive offer is for a limited time only.

www.fender.com