RBC Insurance Launches New Advertising Program

MISSISSAUGA, May 20, 2004 – RBC Insurance today announced the launch of its new English advertising campaign on primetime and specialty television networks. The campaign incorporates the �First for You� tagline, which was developed for RBC by BBDO Toronto.

The �First� concept and the �First for You� tagline are the external expression of RBC�s vision statement – �Always earning the right to be our clients� first choice.�

�RBC Insurance television advertising works to build awareness of our capabilities and helps people understand who we are and what we stand for,� said Catherine Adams, vice president, marketing.

�The new �First For You� advertisement for RBC Insurance focuses on educating clients about the importance of critical illness and disability insurance and helps remind them of our commitment to put their needs first,� added Adams.

The ad, which is a dramatization of the experiences of a cancer survivor, will air on both conventional and specialty networks beginning May 19 and ending the week of June 28. Print advertising in trade publications will begin in June 2004 with consumer print advertising targeted to launch in the fall. A French language television advertising campaign will be rolled out later this year.

About RBC Insurance

RBC Insurance, through its operating entities, including RBC Life Insurance Company, provides a wide range of creditor, life, health, travel, home, auto and reinsurance products to more than five million North American customers. As one of the top 10 life insurance producers in Canada, RBC Insurance offers individual and group life and health insurance solutions, including term insurance, universal life policies, group benefits, critical illness insurance and long term care insurance. These products are distributed through more than 5,000 independent brokers affiliated with producer groups, financial planning firms and stock brokerage firms, as well as through direct sales and a network of career sales representatives. For more information, please visit www.rbcinsurance.com