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U.S. Bank Encourages Customers to Save in New Ad Campaign

MINNEAPOLIS--(BUSINESS WIRE)--Jan. 27, 2014-- U.S. Bank is kicking off 2014 by encouraging customers to save with a new advertising campaign promoting S.T.A.R.T. - Savings Today And Rewards Tomorrow®, the bank’s consumer saving program that rewards customers with up to $100 in rewards cards when they reach savings milestones.

S.T.A.R.T. has generated tremendous customer interest since it began in 2010. The program has helped nearly 2 million customers start saving. Current customers had more than $4 billion in savings as of the start of January 2014.

"Saving money is an important goal for many people,” said Jenny Powell, chief marketing officer at U.S. Bank. "Our customers have great strategies to save money, from bringing a lunch to work to adjusting the thermostat when they’re away from home. Our new S.T.A.R.T. campaign captures that spirit and demonstrates that with a little creativity and a meaningful incentive, saving can be very rewarding.”

The advertising campaign, dubbed “Tangible Rewards,” is the first project to hit the air since U.S. Bank entered a new relationship with San Francisco-based advertising agency Butler, Shine, Stern & Partners in 2013.

The campaign integrates television commercials with print, radio and social media. The television spots, which are available on U.S. Bank’s YouTube channel, www.youtube.com/usbank, will air in 32 cities, with print and/or radio advertising also appearing in a total of 74 markets through February.

In addition to the S.T.A.R.T. promotion, U.S. Bank is introducing a social media campaign on Facebook and Twitter called the #StartSaving Sweepstakes. The campaign encourages customers to share their savings tips for a chance to win up to $5,000 in a random drawing. The #StartSaving Sweepstakes, which will also include random weekly $200 giveaways, runs from Feb. 4 through Feb. 25.

About U.S. Bank
U.S. Bancorp (NYSE: USB), with $364 billion in assets as of Dec. 31, 2013, is the parent company of U.S. Bank, the 5th largest commercial bank in the United States. The company operates 3,081 banking offices in 25 states and 4,906 ATMs and provides a comprehensive line of banking, brokerage, insurance, investment, mortgage, trust and payment services products to consumers, businesses and institutions. Visit U.S. Bancorp on the web at www.usbank.com.

Source: U.S. Bank

Teri Charest, U.S. Bank Public Relations, (612) 303-0732, teri.charest@usbank.com

"Safe Harbor" Statement under the Private Securities Litigation Reform Act of 1995: Statements in this press release regarding U.S. Bancorp's business which are not historical facts are "forward-looking statements" that involve risks and uncertainties. For a discussion of such risks and uncertainties, which could cause actual results to differ from those contained in the forward-looking statements, see "Risk Factors" in the Company's Annual Report or Form 10-K for the most recently ended fiscal year.



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