Marketing

CINCINNATI, July 17 /PRNewswire-HISPANIC PR WIRE/ -- 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.

"The Hispanic market is a key growth segment for Fifth Third Bank. The goal with this campaign is to inform Hispanic customers about the best ways to keep their finances healthy and growing so they can make their dreams a reality," said Larry S. Magnesen, Senior Vice President and Chief Marketing Officer.

"Fifth Third Bank just celebrated its 150th anniversary, a testament to the Bank's strength and heritage. Our campaign seeks to couple that message of trust with a personal connection around Latino insights. At the end, the goal is simple: to get them to see Fifth Third as a partner they can trust," commented Catherine Nunez Account Director at the vox collective, the full service advertising agency Fifth Third Bank is partnering with for many of its multicultural initiatives.

The campaign pieces can be viewed at: http://www.thevoxcollective.com/fifththirdbank

The vox collective is an advertising and marketing agency fueled by creativity, innovation and collaboration, and focused on emerging marketing priorities including multicultural, cause and social marketing, and digital and marketing and social media. Agency clients include: Macy's, Fifth Third Bank, The Office of National Drug Control Policy, Johnson & Johnson, Pernod Ricard, The Partnership for A Drug Free America, Wyclef Jean's Yele Haiti organization, The Pan American Development Foundation and Angelique Kidjo's Batonga organization. For more information on the vox collective, you may visit http://www.thevoxcollective.com.

Fifth Third Bancorp is a diversified financial services company headquartered in Cincinnati, Ohio. The Company has $119 billion in assets, operates 16 affiliates with 1,318 full-service Banking Centers, including 99 Bank Mart(R) locations open seven days a week inside select grocery stores and 2,354 ATMs in Ohio, Kentucky, Indiana, Michigan, Illinois, Florida, Tennessee, West Virginia, Pennsylvania, Missouri, Georgia and North Carolina. Fifth Third operates four main businesses: Commercial Banking, Branch Banking, Consumer Lending, and Investment Advisors. Fifth Third also has a 49% interest in Fifth Third Processing Solutions, LLC. Fifth Third is among the largest money managers in the Midwest and, as of March 31, 2009, had $166 billion in assets under care, of which it managed $23 billion for individuals, corporations and not-for-profit organizations. Investor information and press releases can be viewed at http://www.53.com. Fifth Third's common stock is traded on the NASDAQ(R) National Global Select Market under the symbol "FITB." Fifth Third Bank, Member FDIC.

SOURCE Fifth Third Bancorp