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U.S. Bank Launches First and Largest National Image Campaign in Company History

MINNEAPOLIS, Sep 15, 2003 (BUSINESS WIRE) -- U.S. Bancorp (NYSE:USB)

U.S. Bank has begun a national print and cable television advertising campaign celebrating its convenience to customers in 24 states, more states than any other bank in the nation. It is the largest, national brand advertising campaign ever conducted in the history of the company.

The first advertisement aired on Monday, Sept. 8 during the U.S. Open tennis tournament, and the first print advertisement ran in the Wall Street Journal on Sept. 10 followed by an ad in USA Today on Sept. 12. The advertisements convey a message of convenience and service centered around the exclusive U.S. Bank Five Star Service Guarantee. The campaign will appear on cable television and in national newspapers through December, and is expected to make more than 471 million impressions.

"This is the largest brand campaign in the history of our company," said Richard Davis, U.S. Bancorp vice chairman of commercial and consumer banking. "Our employees, shareholders and customers are proud of what we've accomplished and while the U.S. Bank brand is well known regionally, we are all thrilled to promote the company and brand to a national audience."

The advertisements depict Americans in everyday life, at home with children, out shopping and in business settings, with the bank's red, white and blue colors and continuous appearances of the red "US" shield that is symbolic of U.S. Bank. The message is of convenience and access, which are at the heart of the company's service brand, and ends with the statement, "The most convenient bank in America. That's us! U.S. Bank."

U.S. Bancorp, with assets of $195 billion, is the 8th largest financial services holding company in the United States. The company operates 2,199 banking offices and 4,575 ATMs, and provides a comprehensive line of banking, brokerage, insurance, investment, mortgage, trust and payment services products to consumers, businesses and institutions. U.S. Bancorp is home of the Five Star Service Guarantee which assures customers of certain key banking benefits and services or customers will be paid for their inconvenience. U.S. Bancorp is the parent company of U.S. Bank. Visit U.S. Bancorp on the web at www.usbank.com.


CONTACT:          U.S. Bank Media Relations
                  Steve Dale, 612-303-0784
                  Teri Charest, 612-303-0732

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"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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