Monday, July 20, 2009

Fifth Third Bank Launches New Hispanic Marketing Campaign

CINCINNATI, July 17 /PRNewswire/ -- Fifth Third Bank (Nasdaq: FITB), a
diversified financial services company headquartered in Cincinnati, OH,
announced this week the launch of its 2009 marketing campaign tailored for
the growing Hispanic population. The campaign entitled "Las cosas que
hacemos por los suenos," or "The Things We Do for Dreams," seeks to expand
the Bank's positioning as a trusted financial partner for Hispanics. The
creative executions show variations of the "American Dream" such as owning
a home or taking a family vacation, along with the Bank's tips regarding
how to make those dreams a reality through proper financial planning.

The campaign began running in April and will appear throughout the year
in markets that are part of the Bank's footprint: Chicago, Orlando, Tampa,
Ft. Myers, Naples, Grand Rapids, and Indianapolis. The ads will run in
radio, print, Out of Home and online in Spanish language media. Part of the
campaign will also be a series of financial workshops and television
vignettes providing tips on how to best handle one's finances during the
current economic climate and beyond. A comprehensive public relations push
will support all initiatives.

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