First Citizens Bank Launches Television
Ad Campaign

May 9, 2003

RALEIGH, N.C. - First Citizens Bank will launch a new television advertising campaign Monday (May 12), building on its popular “Do something amazing” brand to highlight the bank’s role as a partner in its customers’ achievements.

Three ads, which will be seen in First Citizens’ markets in North Carolina, Virginia and West Virginia, use everyday situations to show that First Citizens believes in the ability of all people to achieve amazing things in their lives.

“At First Citizens, we see the extraordinary potential in everyone's life,” said Jim Hyler, vice chairman of First Citizens Bank. “Our ads deliver the message that First Citizens is the right partner for people who want a bank that believes in them and can help them with their financial goals.”

One ad shows a young child tipping up an ice-filled cup trying to get to the last drop. After the ice breaks loose and falls all over him, the screen shows “Henry Chavis will graduate college magna cum laude. Do you see it in him? We do.”

Other ads will feature similar amusing personal moments capped off by the bank's brand message, “First Citizens Bank. Do something amazing.”

The advertising campaign was developed by national ad agency McKinney & Silver. The new television advertisements will run for seven weeks this spring and will return for eight weeks in the fall.

First Citizens Bank has 342 branches in more than 200 communities in North Carolina, Virginia and West Virginia. First Citizens customers can access their accounts 24 hours a day through a network of more than 400 ATMs, the Customer Contact Center at 1-888-FC DIRECT or online banking through firstcitizens.com. Headquartered in Raleigh, the bank has $12.39 billion in assets. First Citizens is committed to providing financial services to individual customers and small to mid-sized businesses.

Barbara Thompson
(919) 716-2716
First Citizens Bank