Chase Launches First National Advertising Campaign for Ultimate RewardsSM

Campaign underscores company’s commitment to customer loyalty; creative focused on rewards program flexibility, options

WILMINGTON, Del. - Ultimate RewardsSM, Chase’s proprietary, world-class rewards program, today launched a new, dedicated national advertising campaign. The campaign is designed to showcase the endless possibilities and highlight the many everyday items, experiences and travel options provided by Ultimate Rewards from Chase.

The three broadcast and five print creative executions showcase the breadth and quality of redemption options, as well as emphasize Ultimate Rewards’ core principles of value, flexibility, options and ease. Developed by mcgarrybowen, the campaign reinforces Chase’s commitment to create life-long, loyal customers by providing cardmembers control over their points and the flexibility to select the rewards that match their desires.

“Ultimate Rewards continues to provide maximum value, options and unique experiences for cardmembers, and represents one of the smartest reasons to use a credit card today,” said Rob Rosenblatt, general manager, Loyalty, Chase Card Services, a division of JPMorgan Chase & Co. [NYSE: JPM]. “The new national advertising campaign reflects the flexibility and diverse options with Ultimate Rewards, and underscores why consumers choose Chase.”

Offering virtually limitless opportunities to earn and redeem rewards, Ultimate Rewards was created to deepen relationships with cardmembers and enhance customer loyalty by providing greater value and superior redemption options to Chase Freedom®, Chase SapphireSM, InkSM from Chase and Chase debit cardmembers. Unifying all of the executions is a distinctive blue bow which reflects the idea that anything can be your reward - from travel and experiences to exclusive and everyday items. As a central character to the campaign, the bow’s purpose is to highlight the limitless possibilities made possible with Ultimate Rewards.

The first two broadcast creative executions include:

* Anthem: From cities to small towns, the spot centers on people discovering that they can use their Ultimate Rewards points to enjoy the experiences and things they love: shopping, entertainment, travel and more.
* Travel: Following a couple as they imagine themselves in different vacation situations, the creative highlights the virtually limitless opportunities to redeem rewards for travel - no blackout dates, no restrictions on hotel or airfares and points that don’t expire.

The multimillion dollar campaign begins today across print, online, local and national broadcast and cinema, including outlets such as Elle Decor, In Style and Martha Stewart Living and will appear on air during The Primetime Emmy® Awards and the 2010 MLB All-Star Game. The campaign message will also be featured across the Condé Nast portfolio including Glamour, Lucky, Wired and Bon Appétit, among others, part of an integrated partnership with the publisher. As part of the agreement, Ultimate Rewards custom editorial in select Condé Nast publications will feature celebrity luminaries experiencing their ultimate reward getaways from the laid-back afternoons of Sag Harbor, New York, to the sights and sounds along the banks of the Seine in Paris, to the California breezes off Catalina Island.

The integrated program will host a special sweepstakes giving consumers a chance to win an ultimate reward getaway inspired by each luminary. As an added element exclusively for Chase cardmembers, Ultimate Rewards will offer one-of-a-kind items from each luminary on its online rewards auction.

Since launching in May 2009, customers have redeemed over 20 billion points for more than 3 million items. In the past year, Chase has been focused on extending the benefits provided through Ultimate Rewards to new cardmembers, adding new ways to earn and redeem points, and improving functionality:

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Access for debit cardmembers: Personal and business debit cardmembers can now earn reward points based on their account type and spending with no earning caps and no points expiration.
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Added site functionality: Chase introduced an auction capability to deliver exclusive events and everyday experiences to customers through a fun and engaging tool, making a variety of rewards accessible at lower point thresholds. Cardmembers can bid on unique events with points or in some cases, pay with their Chase card. In addition, Ultimate Rewards regularly features seasonal promotions and offers from the program’s merchant partners.
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Point combination and transfer: Cardmembers have the ability to combine points between Ultimate Reward accounts by contacting a customer service advisor, with an online solution coming this summer. In addition, select Chase Sapphire and Ink from Chase cardmembers can transfer their Ultimate Rewards points to five frequent traveler programs at full value (1:1).

In addition to making cardmember site enhancements, Chase launched a public version of the password-protected Ultimate Rewards site in April 2010. Any visitor to ultimaterewards.com can explore the main categories of the program, including current offers and experiences, actual redemption point levels and existing partners.

Providing value and superior redemption options, like merchandise, gift cards, travel, once-in-a-lifetime experiences, cash back and statement credits, Ultimate Rewards will continue to be part of Chase’s commitment to deepen customer relationships and create engaged, loyal cardmembers.

More information about Ulitmate Rewards can be found at www.ultimaterewards.com

About JPMorgan Chase & Co.

JPMorgan Chase & Co. (NYSE: JPM) is a leading global financial services firm with assets of $2.1 trillion and operations in more than 60 countries. The firm is a leader in investment banking, financial services for consumers, small business and commercial banking, financial transaction processing, asset management and private equity. A component of the Dow Jones Industrial Average, JPMorgan Chase & Co. serves millions of consumers in the United States and many of the world’s most prominent corporate, institutional and government clients under its J.P. Morgan and Chase brands. Information about JPMorgan Chase & Co. is available at www.jpmorganchase.com.