Bank of America Reaffirms Commitment To Hispanic Community.

Building on a tradition of providing innovative service to multicultural communities, Bank of America is launching strategic initiatives to expand access to bank products and services for Hispanic consumers, who have an estimated $452 billion in buying power.

Bank of America announced that it is:

· Launching its largest brand and product advertising campaign targeted exclusively to Hispanic consumers – created and developed entirely in Spanish

· Introducing SafeSend, a unique, international ATM remittance service to Mexico

· Accepting Mexican Consulate ID cards in all banking center locations nationwide

New Hispanic-oriented brand campaign

Bank of America is launching its largest brand and product advertising campaign targeted exclusively to Hispanic consumers. Created from inception in Spanish, the TV, print and radio ads will include the tagline “Creemos en Ti,” which means “We believe in you” and signifies the company’s commitment to helping Hispanic consumers realize their financial dreams.

The ad campaign is part of the company’s unprecedented investment in multicultural marketing efforts. Bank of America has doubled its investment for each cultural segment and increased its investment in multicultural resources – from $10 million in 2001 to more than $40 million in 2002.

On April 1, brand ads were launched. On April 15, checking and mortgage product ads were launched. On April 22, TV ads are launched. Additionally, on May 6, the bank will begin advertising SafeSend, its new international ATM remittance service. To develop the advertising, Bank of America partnered with Lopez Negrete Communications, a Houston-based, independent, Hispanic-owned and operated agency specializing in Hispanic marketing.

“Bank of America has a long history of commitment to immigrants of diverse ethnic origins and to the growth and well-being of multicultural communities in America,” said Bank of America Los Angeles Consumer Banking executive and the company’s Hispanic spokesperson Leticia Aguilar. “By presenting not only brand messaging that speaks directly to Hispanic individuals, but also products and services designed specifically to help them achieve their dreams, we demonstrate an understanding and respect for their specific cultural needs and preferences.”

SafeSend: First ATM international remittance service to Mexico

Bank of America is the first bank to provide an international ATM remittance service. In May, the company is launching SafeSend, a safe, trustworthy and convenient international remittance service to Mexico that uses the telephone, Internet and ATM network.

With SafeSend, Hispanic consumers can send money by phone or electronically to Mexico 24 hours a day, 7 days a week, without having to leave the comfort of their own homes. In Mexico, the recipient uses a secure personal identification number (PIN) and a SafeSend ATM card to access the money within minutes at any of 20,000 ATMs. Initial rollout will be in southwestern states. Bank of America plans to expand this service to other countries in the near future.

SafeSend is the first service that Bank of America has developed exclusively for Hispanic individuals. All collateral materials, from brochures to TV, print and radio advertising, were created and developed directly in Spanish (rather than translating English text into Spanish). Information about SafeSend will also be available in May at www.bankofamerica.com.

“Bank of America recognizes the growing importance of the remittance industry. The development of SafeSend is an example of the many ways Bank of America is working in the interest of the Hispanic community, by providing a convenient, trustworthy alternative to traditional remittance products,” said Aguilar. “It shows that we understand and care about the strong family bonds Hispanic consumers in the U.S. maintain with loved ones in Mexico – and their needs for more convenience and security when sending money across the border.”

Mexican Consulate Identification Program

Bank of America will begin accepting the Mexican Consulate ID card on a nationwide basis. Fundamental for accessing traditional banking services, this card, also known as the “Matricula Consular” will allow more Hispanics to open new accounts and cash checks. Previously, Bank of America established a pilot program to accept the Matricula at select banking centers in California, Arizona, New Mexico and Texas. The success and recognition of this program paved the way for today’s announcement.

To view the Fact Sheet: Bank of America Commitment to the Hispanic Communities — CLICK below (Adobe Acrobat required):

http://www.bankofamerica.com/newsroom/presskits/pdfs/factsheet_english.pdf

Download Adobe Acrobat Reader

http://www.adobe.com/products/acrobat/readstep2.html