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CONNECTICUT NATIONAL BANK TO LAUNCH INTENSIVE ADVERTISING CAMPAIGN ANNOUNCING NAME CHANGE TO SHAWMUT

 HARTFORD, Conn., Dec. 28 /PRNewswire/ -- Connecticut National Bank will launch an intensive advertising campaign beginning December 28 to announce the bank's name change to Shawmut Bank (NYSE: SNC). The name change will become effective January 11, 1993. The campaign will run through the end of January. In coming weeks, more than 1,000 Connecticut National Bank signs will be changed to reflect the new name.
 Highlights of the campaign include two 30-second spots that will air on television in the coming weeks, dioramas at Bradley International Airport, billboards on major state highways, and newspaper advertisements in daily and weekly newspapers throughout Connecticut.
 "Our primary concern is to ensure that all of our customers are notified of and feel secure with the impending name change," said Eileen S. Kraus, president of Connecticut National Bank. "The theme of the advertising campaign is that only the bank's name is changing. All else will remain the same. Customers will continue to be served by the same people in the same locations. The only difference will be the name on the door."
 Kraus explained that in the last several weeks customers of the bank's major business lines have received personal letters from their account officers explaining the name change and offering to answer any questions they may have. Statement stuffers explaining the name change have also been mailed so that customers are fully informed.
 "We continue to reinforce the reason for the name change, which is to associate our bank more closely with its parent company, Shawmut National Corporation," Kraus said. Shawmut National Corporation was formed in 1988 when Hartford National Corporation, then parent of Connecticut National Bank, merged with Shawmut Corporation. "By adopting the Shawmut name in Connecticut, we are making Shawmut truly a New England name in banking," Kraus explained.
 Hal R. Tovin, director of marketing and advertising for Shawmut National Corporation, noted that the advertising campaign for the name change "will reach both current and prospective customers alike through a variety of media. The primary medium will be two 30-second television spots which will generate awareness quickly, maximize audience reach, and provide an excellent opportunity to introduce the bank's new logo and signage." The spots will air on the major television networks and on key cable networks like ESPN, CNN, USA, and Lifetime. They will run in prime time and in early news and late news time slots. New York- based Ketchum Advertising developed the campaign for Shawmut.
 In addition, Tovin said that all major Connecticut daily newspapers and many weekly community newspapers will be used to reach bank customers and the general public. Tovin noted that the bank also will use billboards located strategically on major state highways and four dioramas at Bradley International Airport to announce the name change and to introduce the Shawmut logo in Connecticut. "Overall, our program will reach over 90 percent of Connecticut adults aged 18 years and older. They will see our message an average of 10 times during the campaign," Tovin noted.
 The native American in the logo associated with Shawmut is Chief Obbatinewat who, research indicates, led the Shawmut tribe which once inhabited the area around Boston. The name, "Shawmut," is an early 1600s English phonetic contraction of the southern Algonquin word "Mushauwomuk," meaning broad low valley. The Shawmut name first appeared in records dating back to 1630, identifying the peninsula which was later named Boston. "Because of its strength of character and historical association, a likeness of Chief Obbatinewat serves as an appropriate symbol of and trademark for our bank," Tovin said.
 More than 1,000 signs have been manufactured and installed to prepare for the January 11 name change date. Connecticut National Bank maintains over 130 offices in the state. In addition to primary branch signage, drive-up banking signs, ATM signs, in-branch signage, and sign decals on branch front doors must all change to reflect the new name.
 The Bristol-based Lauretano sign company has manufactured all of the new Shawmut signs. The new signs, featuring black block lettering and a graphic representation of Chief Obbatinewat in a blue circle, replace the existing script Connecticut National Bank letters on a brown background. Connecticut workers and materials suppliers were used to complete the signage project.
 Shawmut National Corporation is a superregional bank holding company with assets of $23.2 billion and dual headquarters in Hartford, Conn. and Boston. The company offers a range of financial products and services to consumers and small- to medium-sized businesses. The company also offers financial services to correspondent banks, governmental entities, insurance companies, and corporate customers based in New England and select national markets.
 -0- 12/28/92
 /CONTACT: Robert L. Guenther, 203-240-1267 or Brent S. Di Giorgio 203-240-7632, both of Shawmut National Corporation/
 (SNC)


CO: Connecticut National Bank; Shawmut National Corporation ST: Connecticut IN: FIN SU:

CH -- NE001 -- 0007 12/28/92 10:43 EST
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Date:Dec 28, 1992
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