The Bank of New York Reaches Out to Encourage New Yorkers to Shop 'Miracle on Madison Avenue' on December 4

November 22, 2005

Contact:
Ellen Lubell, The Children’s Aid Society, (o) 212-949-4938, (c) 917-854-6864
Emily Crossan, The Children’s Aid Society, (o) 917-286-1548, (c) 201-344-5742
Elaine Everhart, The Bank of New York, (o) 212-635-1579

Retailers, restaurants, galleries, Madison Avenue BID join to benefit Children's Aid's health programs

New York, NY - November 2005 - The 19th Annual Miracle on Madison Avenue charity shopping event, Sunday, December 4 from noon to 5:00 p.m., has a special friend in The Bank of New York, the event's exclusive financial sponsor. Miracle asks shoppers on Madison Avenue from 57th Street to 86th Street to patronize its 125 participating merchants, who will donate 20 percent of the day's sales to The Children's Aid Society.

For more than two centuries, The Bank of New York has taken a leadership role in meeting the financial needs of both institutions and individuals and enriching the local communities it serves. With its support of Miracle on Madison Avenue, The Bank of New York is making a major community investment to improve the lives of the children served by The Children’s Aid Society. The agency’s health centers receive 70,000 visits a year and provide badly needed medical, dental and mental health services to children in underserved communities.

BNY creates integrated marketing campaign for Miracle
The Bank of New York has created an unprecedented integrated marketing campaign to support the event, add to the number of shoppers and boost the amount of money raised for Children’s Aid’s health programs. As part of its special campaign to support Miracle, the Bank has created ATM screen messages and receipts at more than 380 ATMs across the New York metropolitan area encouraging customers to participate in the event on December 4th. In addition, people who call BNY’s toll-free customer service number will hear hold messages that encourage support – and shopping! – for Miracle. The Bank of New York has also created branch postcards and posters and will send direct mail to thousands of select customers in the New York City area. The bank’s 21 branches in Manhattan and Brooklyn will also sell A Little Star holiday cards, which feature artwork by children in Children’s Aid Society centers; the cards will also be sold at Miracle in the Hospitality tent at 69th Street. The sale of the cards benefits Children’s Aid.

New gift-wrapping tent from The Bank of New York
Tents on the portion of Madison Avenue closed to traffic for this event – from 68th Street to 72nd – will provide shoppers with even more opportunities for new experiences on Madison Avenue. The Bank of New York will present two tents this year – a gift-wrap tent and a spa tent. The new gift-wrapping station at 71st Street will give shoppers the chance to have their purchases creatively wrapped and made ready for holiday giving. A stop at the Clarins Spa Tent at 72nd Street, also sponsored by The Bank of New York, will be an oasis on the Avenue.

Leslie Godridge, senior executive vice president who oversees the private and consumer banks, and asset management businesses at The Bank of New York, said, "Founded in 1784, The Bank of New York was the City's first bank, founded to support the needs of the local merchants and residents, and encourage the growth and development of the community. Although the company has grown and diversified geographically since then, The Bank of New York continues to join with the public, private and non-profit sectors to address the economic, social and cultural needs of the community. The Bank's exclusive financial sponsorship of Miracle on Madison underscores our commitment to improving the welfare of the children in New York City as well as strengthening the communities in which we live and work."

The Bank of New York’s beautifully renovated branch at 706 Madison Avenue at 63rd Street will host a reception and silent auction of luxury items on November 17 that will raise money as part of Miracle on Madison Avenue. The Children’s Aid Society Senior Chorus will perform to enhance the holiday spirit of the event.

“The Children’s Aid Society extends its deepest gratitude to The Bank of New York for all it is doing on our behalf,” said C. Warren Moses, CEO of The Children’s Aid Society. “Its creative outreach to its customers is an exceptional act of community support and together we are looking forward to a very successful Miracle.”

More tents on the Avenue
Additional tents will join the gift-wrapping and spa tents sponsored by The Bank of New York. Hungry Miracle on Madison Avenue shoppers can stop by the Taste of Madison Avenue Tent at 68th Street, presented by the Madison Avenue BID, and sample gourmet selections from area restaurants for $5 a taste. For the first time, Centolire Restaurant, an upscale Italian eatery, and Chocolats Debauve & Gallais, a stateside outpost of the famous Parisian chocolatier, will be joining The Restaurant Carlyle and other participants in the extremely popular Taste Tent. A Little Star holiday cards will be on sale at The Children’s Aid Society Hospitality Tent at 69th Street.

Merchants help make the ‘Miracle’
125 participating merchants on Madison Avenue – shops, restaurants and galleries – will donate 20 percent of the day’s sales to The Children’s Aid Society. Last year’s Miracle netted $330,000 for Children’s Aid’s health programs, the most successful Miracle ever. Since its inception in 1987, Miracle has raised over $5.5 million for charity. It is one of Madison Avenue’s biggest charity events. The event was created by Martha Dupee and Noonie Marx, co-founders of the Madison Avenue Fund for Children.

The Bank of New York Company, Inc. (NYSE: BK) is a global leader in providing a comprehensive array of services that enable institutions and individuals to move and manage their financial assets in more than 100 markets worldwide. The Company has a long tradition of collaborating with clients to deliver innovative solutions through its core competencies: securities servicing, treasury management, investment management, and individual & regional banking services. The Company’s extensive global client base includes a broad range of leading financial institutions, corporations, government entities, endowments and foundations. Its principal subsidiary, The Bank of New York, founded in 1784, is the oldest bank in the United States and has consistently played a prominent role in the evolution of financial markets worldwide. Additional information is available at www.bankofny.com.

Founded in 1853, The Children’s Aid Society serves over 150,000 of New York’s neediest children and their families with a network of community centers, community schools and health centers that offer over 100 cutting-edge programs and services, including education, medical, dental and mental health, adoption and foster care, counseling, preventive services, teen pregnancy prevention, arts and recreation.