June 13, 2006

People's Bank Launches New Advertising Campaign Statewide

BRIDGEPORT, CONN. - People's Bank is launching a new advertising campaign, "I'm a People's Person," in print and broadcast media statewide. The campaign includes newspaper, outdoor, direct mail and radio, and also extends to the People's Bank web site and in-branch marketing.

"We're looking to differentiate ourselves in a very competitive market that has several new entries," said Cynthia Belak, first vice president of Marketing for People's Bank. "In our new campaign, we focus on why it's valuable to be a 'People's person.'

Belak explained that the campaign especially highlights People's extensive branch network, including the bank's seven-day full-service in-person banking at 71 branches in Super Stop & Shop locations statewide. "The convenience we provide our customers, the unparalleled customer experience they enjoy, and the breadth of products and services we offer are all compelling reasons to become a 'People's person,'" she said.

"For us, Connecticut is not simply a location for a branch office, as it is for most out-of-state banks. For 164 years, People's has been a leader in Connecticut communities," she added, "providing financial advice and guidance to generations of families."

The campaign was created by the Fairfield, Connecticut-based agency, Outhouse Communication.

"There are many touchpoints in modern banking," said Michael Asphar, founding partner of Outhouse Communication. "Branches, ATMs, online banking and marketing communications are among the many ways banks reach their targeted consumer," Asphar continued. "We wanted to be sure that no matter how an individual interacts with People's, the new campaign communicated the bank's key convenient competitive advantages."

The campaign features the phrase, "I'm a People's Person," with the exception of outdoor advertising, which uses strong individual photos to visually carry the "People's Person" message. People's Bank will continue to use the tagline "It's Possible at People's."

Creative credits are shared by Creative Director Michael Asphar;Copywriters Richard Effman, Scott Rosenblit and Michael Asphar and Art Directors Kris James and Ryan Spence.

The "I'm a People's Person" campaign debuted in newspapers in late April and will be followed by radio and billboard advertisements.

Founded in 1842, People's Bank (peoples.com) is one of Connecticut's largest banks with assets of $11 billion, more than 240 ATMs and 154 branches, 71 of which offer convenient seven-day banking in Super Stop & Shop locations across the state. A diversified financial services company, People's Bank provides consumer, commercial, insurance, brokerage, financial advisory and trust services to personal and business banking customers. For more information about People's, its products and services, please call 800-772-1090, visit peoples.com or any of People's branches.

Outhouse Communication is an independent creative and strategic co-operative based in Connecticut that is comprised of New York agency "insiders" turned "outsiders" serving a roster of financial service, technology and humanitarian clients.