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.


Steve Dale, 612-303-0784

Teri Charest, 612-303-0732