MARCH 26, 2001

People Have Needs, People's Has Solutions -- Theme of New Advertising Campaign

People's Leveraging Its Strong Brand for All Financial Services

BRIDGEPORT, CONN.
People have more complex financial needs and less time. People's has tailored solutions to meet those needs.

That's the theme of People's Bank's new advertising campaign, launched over the weekend. A mix of television and radio spots, billboards, print advertising and other media drive home People's commitment to providing whatever financial services a person may need, and at that person's convenience -- in a traditional branch, a People's Financial Center, a seven-day-a-week Super Stop & Shop office or online.

"People's is undergoing a transformation to a full-service financial services company, and this campaign is designed to emphasize that we have the expertise, the tailored solutions and the delivery channels to meet everyone's needs," said Robert R. D'Amore, executive vice president, Marketing and Regional Banking.

The television spots began airing last weekend on the Academy Awards telecast and related programming seen on WTNH-TV, and will also air on other Connecticut television stations and cable systems. Print advertising in magazines and daily and weekly newspapers began in January, as did a portfolio of 10-second radio spots that rotate 24 separate product messages. The radio spots are reinforced with a series of 60-second ads. The radio spots are airing on a many Connecticut stations and two New York stations, WFAN and WCBS. Outdoor advertising will begin appearing at 10 prominent locations around Connecticut in early April.

In addition to the broadcast, print and outdoor advertising, the theme is also carried by direct mail pieces, branch merchandising and Web advertising.

The campaign will run throughout the year.

The campaign, created by North Castle Partners of Stamford, emphasizes People's investment expertise -- and the credentials of the People's investment professionals -- in services such as college and retirement planning, IRA rollovers and asset management. That emphasis is intended to raise awareness that banks such as People!|s can provide those services throughout their branch networks. Russell Marketing Research surveys show that roughly half of Connecticut residents do not associate banks with investments.

The outdoor advertising reinforces the television spots by using some of the same visuals.

“We’ve built a strong brand in traditional banking services. We are leveraging that strong brand across our entire menu of financial products and services,” said Cynthia P. Belak, first vice president, Marketing.

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, 146 branches and approximately 220 ATMs. People’s is a leader in consumer and commercial banking, residential lending, insurance sales and supermarket banking. An international credit card issuer, it ranks 16th nationally as an issuer of MasterCard and Visa credit cards. People’s subsidiaries offer brokerage services, asset management, equipment financing and leasing, and insurance services.

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