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U.S. Bank Celebrates Years of Service as Its Five Star Service Guarantee Turns 10

MINNEAPOLIS--(BUSINESS WIRE)--April 6, 2006--U.S. Bank will celebrate the 10-year anniversary of its exclusive Five Star Service Guarantee by honoring the true stars of the company - its nearly 50,000 employees - for their years of service. The celebration coincides with the launch of a new advertising campaign that asks, "How many stars does your bank have?"

Now in its second year, the U.S. Bank Years of Service Week will recognize nearly 7,000 employees who in 2006 reach a milestone anniversary of 5, 10, 15, 20, 25 or 30 years with the company. These individuals will receive a commemorative anniversary stone pin that corresponds with their years of service. Seven individuals will be recognized for reaching milestone anniversaries of 50 years or more.

The 2006 Years of Service Week also marks the 10-year anniversary of the Five Star Service Guarantee, which was introduced on April 10, 1996. It remains the only guarantee of its kind in the banking industry, paying customers for events in which specific service levels are not met.

"It's fitting that so many of our service oriented programs and initiatives are aligning in April, when we also celebrate the 10-year anniversary of our signature Five Star Service Guarantee. It truly is the heart of our brand and symbolic of how we approach our business and the partnership we have with our customers," said Richard Davis, president and chief operating officer of U.S. Bancorp.

The Five Star Service Guarantee will receive nationwide exposure as new television and print advertisements also begin in April. The humorous spots, created by The Kaplan Thaler Group in New York, challenge consumers to think about the service they receive from their current bank and ask, "How many stars does your bank have?" The television spots are running frequently on 292 stations in 24 states.

U.S. Bank will promote the new campaign with an online sweepstakes April 10 through May 10 that will award a $50 Visa gift card to 10 winners daily and enters the participant in a sweepstakes in which $10,000 will be awarded at the end of the promotion.

U.S. Bank will also introduce a new home equity program that was tremendously popular in its markets in 2004. The U.S. Bank EquiLine Rate Reward is a home equity line of credit in which the interest rate decreases one-quarter of one percent (0.25 percent) every six months up to one full percent below prime. In addition, the reward is portable, so if the customer ever needs to close the line, the reward that he or she has earned can be applied to a new home equity line at U.S. Bank. For more information call 1-888-444-2265.

U.S. Bancorp (NYSE:USB), with assets of $209 billion, is the 6th largest financial holding company in the United States. The company operates 2,419 banking offices and 5,003 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 the parent company of U.S. Bank. Visit U.S. Bancorp on the web at www.usbank.com.

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

SOURCE: U.S. Bank

"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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