Bank of America to launch "Cerca De Ti" advertising campaign.

PHOENIX--(BUSINESS WIRE)--Sept. 12, 1995--Bank of America will introduce a major Spanish-language television, print and outdoor billboard advertising campaign specifically tailored to the Hispanic market throughout the Southwest.

The program begins this month in California, New Mexico, Arizona, and Texas to coincide with the start of National Hispanic Heritage Month.

The theme of the image campaign is "Cerca De Ti," Close To You. The message is straightforward. Bank of America is close to you at many levels. We're in touch with the financial goals of Hispanic families, and we understand your unique banking needs. We're here to help at your neighborhood branch, with longer hours for your added convenience. What's more, we're available to you 24 hours a day, 7 days a week -- at any VERSATELLER ATM or right over the phone. Simply call 1-800-THE-BofA or, if you'd like to conduct business in Spanish call Servi-Linea Bancaria at 1-800-435-0051.

"This campaign is about attitude, commitment and trust," said Kathy Munro, Bank of America Arizona's president. "Bankwide, more than one-third of BofA's new customers are of Hispanic descent. They have traditionally been important customers to us. And that's why it continues to be so important to dedicate the right resources to help meet their individualized needs with the right products and services."

BofA's commercials will air on 24 Spanish-language television stations through mid-December. Included in the rotation are four 30-second TV spots that focus on loans, checking, 24-hour banking convenience, and BofA's commitment to help families reach their financial goals. Complementary 30-sheet posters will appear in 17 major metropolitan markets during that same period with the following messages: "Cerca de ti" (Close to you); "Prestamos cerca de ti" (Loans close to you), "Tu casa con 5% de enganche" (Your house with 5% down); and "Cerca de ti 24 horas" (Close to you 24 hours).

Bank of America offers Hispanic consumers the most extensive array of bilingual products, services and communication vehicles of any major bank. Customers can apply for a variety of consumer loans, including auto loans, using BofA's Spanish-language Open-by-Phone service, Cuenta Tel, at 1-800-515-2345. There are over 3,400 bilingual VERSATELLER ATMs currently in operation across the bank's 10-state network. Spanish-speaking customers can also take advantage of Spanish-language product information brochures and a bilingual check program. Moreover, the bank continues to expand the scope of those capabilities, as well as their reach into other key Hispanic markets throughout the West.

Munro adds, "We're excited about this new advertising effort. It's well done, it's genuine, and, I believe, it truly expresses Bank of America's affinity for the Hispanic community -- not solely as a bank and a business partner, but also as a neighbor and a friend. What's more, I think that interest is also demonstrated by our active participation in so many fiestas, festivals and fairs to help celebrate National Hispanic Heritage Month."

Following are some of the events and programs that Bank of America Arizona is either participating in or sponsoring this year: the Norteno Festival in Tucson, Valle del Sol's Fifth Annual "Profiles of Success" awards luncheon, the Tucson Tamale Festival, the 21st Annual Alma de la Gente "Fiestas Patrias" Celebration, the annual UofA Hispanic Alumni Endowment Dinner, Minority Enterprise Development Week Business Awards Reception and Awards Breakfast, Tucson Symphony/Mariachi Vargas Concert, Grand Canyon Minority Supplier Development Council Business Opportunity Fair, and the Arizona Hispanic Chamber of Commerce monthly business mixer.

The entire Southwest region of Bank of America is also celebrating National Hispanic Heritage Month by offering a special promotion. Customers opening a new personal checking account Sept. 9 through Oct. 8 will receive their first order of 150 duplicate-style "Vidas en Arte" series checks free of charge. In addition, each new checking client may register in the BofA sweepstakes to win an all-expense-paid trip for four to Mexico City, as well as tickets to the Ballet Folklorico de Mexico. Interested customers may also qualify to receive a discount on fixed-rate consumer loans when they arrange to make payments directly from their checking or savings account.

CONTACT: Bank of America

Dawn Donohoe, 602/594-2915