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Press Release


RBC Bank's "What's Giant to You" Campaign Earns Accolades

Customer Retention Campaign Wins American Bankers Association's Award

RALEIGH, N.C. – Oct. 9, 2008 – RBC Bank’s “What’s Giant to You” campaign in Alabama won first place for
client retention marketing for banks over $5 billion in assets in the American Bankers Association (ABA)
Financial Marketing Awards.

The campaign was developed from a tour of the state during which the film crews asked real people “What’s
giant to you?” Spinning off of RBC Bank’s tagline “Let’s Do Something Giant,” the campaign focused on the
goals and aspirations of real people. The bank launched the campaign in 2007 following its acquisition of
divested AmSouth Bank banking centers, and continued it through the acquisition of Alabama National
Bancorporation (ANB) in 2008. The goal was to establish brand awareness in a new market and build goodwill
with clients following the transition.

“We believe the appeal of our campaign was that it focused on the needs of clients,” said Kristen Doherty, RBC
Bank vice president, Integrated Marketing Communications. “At RBC Bank we strive to help clients achieve
what’s giant to them – whether that’s opening a business, buying a home or paying college tuition. We believe
this campaign captured the spirit of our mantra “Let’s Do Something Giant.”

A panel of financial services marketers and advertising professionals from around the country judged each
entry based on execution of the communications strategy, message and positioning, as well as the campaign’s
overall results. Customer retention was one of 10 categories including annual reports, brand, community
service, customer acquisition, diversity, financial education and credit card companies. Established in 1972, the
ABA Financial Marketing Awards recognize bank marketing professionals and their agencies for creative
excellence based on bank asset size.

About RBC Bank

RBC Bank, headquartered in Raleigh, N.C., offers a wide range of financial services and advice, including a
complete line of banking, and mortgage services to individuals, businesses and public institutions throughout
the Southeast. RBC Bank’s network includes more than 430 full-service banking centers, an extensive ATM
network, and telephone and online banking. In addition, RBC Bank offers builder finance products through its
RBC Builder Finance division. RBC Bank is a wholly-owned subsidiary of Royal Bank of Canada (RBC) (RY on
the TSX and NYSE), Canada's largest bank as measured by assets and market capitalization. RBC is also one
of the world’s financial, social and environmental corporate leaders for the past eight years as on the Dow
Jones Sustainability World Index. Additional information about RBC Bank may be found at


For more information:
Jamie Mitchell/RBC Bank
Manager, Media Relations