U.S. Trust Launches Advertising Campaign

NEW YORK, May 3 /PRNewswire/ -- U.S. Trust today unveiled its "What is Worth?" advertising campaign.  The 200-year-old U.S. Trust brand will incorporate the new theme into ads aimed at ultra high net worth individuals and families seeking a private banking relationship to help them manage the complexities that come with wealth, including both tangible and intangible assets.

(Logo: http://www.newscom.com/cgi-bin/prnh/20100203/USTRUSTLOGO )

"Development for the new campaign included extensive market research that underscored the fact that people do not consider their 'worth' and their 'wealth' to be synonymous; they see their worth as a reflection of their values, goals, work ethic, relationships, history and legacy. The campaign appeals to a certain segment of high net worth clients looking at U.S. Trust's unique insights and capabilities to understand the true value in managing both the tangible and intangible aspects of life, wealth and estate planning," said Claire Huang, head of marketing for Bank of America Global Wealth Management, Global Banking and Global Markets.

The "What is Worth?" campaign, officially launched on Sunday, May 2, will run through the end of year. During this period, ads will appear in a variety of print and online daily and weekly publications, including The New York Times Magazine, The New Yorker, The Atlantic, Barron's, Worth Magazine, FT Wealth, and Architectural Digest, as well as a focused search engine effort that reinforces the campaign.

For the launch, the campaign uses the "What is Worth?" construct to pose rhetorical and thoughtful questions about how individuals measure their worth. Additional ads will be deployed over the course of the year:

• What is "passing down some of your values as well as your assets" worth? U.S. Trust's team of wealth management specialists and experts guides clients through the complexity of transferring wealth and values to the next generation.

• What is "knowing that your best interests are ours as well" worth? As a fiduciary, U.S. Trust's team of wealth management specialists and experts perform at the highest standard with their clients' best interests in mind.

• What is "having intellectual capital committed to helping protect yours" worth? U.S. Trust's leading investment specialists and experts and chief investment officer analyze investing trends to help clients to build a portfolio that meets their specific risk tolerance and wealth management needs.

"U.S. Trust understands the needs of clients who want a high-touch, holistic and discreet partnership with an advisor who understands their complex pursuits, passions, priorities and the dynamics in their lives," said Keith Banks, president of U.S. Trust, Bank of America Private Wealth Management. "This unique understanding and approach has been the hallmark of U.S. Trust since we were founded and the reason that we remain one of the leading private wealth managers in the U.S. The 'What is Worth?' campaign truly gets to the essence of these brand traits."

The new campaign demonstrates and contextualizes a longstanding history of investment management, wealth structuring, credit and banking, family office, specialty asset management, residential real estate and legacy and philanthropic management capabilities delivered by U.S. Trust client advisors and specialists. This advisory team is supported by institutional-quality investment strategists, economists and research analysts within U.S. Trust and across the Bank of America enterprise.

An integrated team of agencies, led by Hill Holliday, worked with Bank of America to develop the new creative. To view a high-resolution example of the "What is Worth?" print advertising, please visit http://www.ustrust.com/publish/ust/pdfs/USTrust_Print_Ad.pdf.

U.S. Trust

U.S. Trust, Bank of America Private Wealth Management is a leading private wealth management organization in the United States providing vast resources and customized solutions to help meet clients' wealth structuring, investment management, banking and credit needs. Clients can also benefit from access to resources available through Bank of America and its affiliates - including capital markets products, large and complex financing solutions, and its extensive retail banking platform. Clients are served by highly experienced advisors who provide a range of specialized family office services, including investments, single-stock management, integrated planning, philanthropic management, succession planning, specialty asset management, financial administration, compliance and family stewardship.

Bank of America

Bank of America is one of the world's largest financial institutions, serving individual consumers, small- and middle-market businesses and large corporations with a full range of banking, investing, asset management and other financial and risk management products and services. The company provides unmatched convenience in the United States, serving approximately 58 million consumer and small business relationships with more than 5,900 retail banking offices, more than 18,000 ATMs and award-winning online banking with nearly 30 million active users. Bank of America is among the world's leading wealth management companies and is a global leader in corporate and investment banking and trading across a broad range of asset classes, serving corporations, governments, institutions and individuals around the world. Bank of America offers industry-leading support to approximately 4 million small business owners through a suite of innovative, easy-to-use online products and services. The company serves clients in more than 150 countries. Bank of America Corporation stock (NYSE: BAC) is a component of the Dow Jones Industrial Average and is listed on the New York Stock Exchange.

U.S. Trust, Bank of America Private Wealth Management operates through Bank of America, N.A. and other subsidiaries of Bank of America Corporation. Bank of America, N.A., Member FDIC.

© 2010 Bank of America Corporation. All rights reserved.

www.bankofamerica.com

SOURCE U.S. Trust

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