FEBRUARY 19, 2002

'Anything Is Possible at People's'
Is Theme of 2002 Marketing Campaign

BRIDGEPORT, CONN.
The world has changed drastically since Sept. 11, and now more than ever people are responding to optimistic, upbeat messages. So for 2002, People's Bank has built its new advertising campaign around its familiar positioning line: ''It's Possible. At People's.''

Ads in the new campaign, which will include outdoor, print and broadcast advertising, will capture positive moments in people's lives and demonstrate that People's has the products and services to help them reach their goals. The campaign will also highlight the bank's competitive differentiator -- its branch network, including seven-day-a-week Stop & Shop offices.

''In these times of uncertainty, the most effective marketers will be those who develop communications that lift the spirit, tie emotional benefits to their products and services and tap into buried equity by leveraging their heritage,'' said Cynthia P. Belak, first vice president, marketing, at People's. ''Since 1996, our positioning line has reminded the Connecticut marketplace that People's is uniquely qualified to help families and businesses unlock all the financial possibilities.''

People's introduced ''It's Possible. At People's'' in 1996 in conjunction with the growth of its network of branches inside Super Stop & Shop stores -- now totaling 59 supermarket offices -- that began opening in late 1995. The positioning line made the point that a full-service bank was now available seven days a week in the supermarket.

''We've built the most accessible and convenient branch network in Connecticut because we have long realized that 'banker's hours' do not fit into most people's hectic lifestyles,'' said Robert R. D'Amore, executive vice president, Marketing and Regional Banking. ''Our new campaign reminds consumers that People's branches offer a full menu of financial services when and where it's most convenient for them.''

For 2002, the message is being used to promote People's accessibility and full range of financial products and services. In one television spot, an investment consultant appears unexpectedly in front of a man and woman watching their son at play. ''Mr. and Mrs. Taylor, I've been thinking a little more about the investment plan for your son's college education . . . '' the People's consultant says. An announcer adds, ''since People's can bring you investment planning expertise in your supermarket, anything is possible at People's.''

The new television spots are expected to begin airing the first week of March and new print ads are already appearing in daily and weekly newspapers and national magazines. Print ads can and will be adapted to promote specific products, such as 529 college savings plans.

Outdoor advertising will be seen on billboards and posters across the state which generate a total of 1 million impressions daily. People's advertising will also appear, for the first time, on posters at rail station platforms along the Metro-North line between Greenwich and New Haven.

The campaign will also include 60-second and 10-second radio spots.

The campaign was developed by North Castle Partners of Stamford.

People's (peoples.com) is a diversified financial services company providing commercial, consumer, insurance and investment services. Founded in 1842, it is the largest state-chartered bank in Connecticut with managed assets of $14 billion, 150 branches and 220 ATMs. People's is a leader in consumer and commercial banking, residential lending, insurance sales, supermarket banking and is the nation's 15th-largest issuer of MasterCard and Visa credit cards. People's subsidiaries offer brokerage services, asset management, equipment financing and leasing, and insurance services.