Ripple Effects Interactive To Implement Online Marketing Campaign For American Life Insurance Company of New York. Agency Also Adds Rebecca Bulebosh As Manager In Online Marketing Division

PITTSBURGH, PA September 29, 2004 -- The American Life Insurance Company of New York, a specialist in life insurance, long-term investment products and innovative technology solutions, has partnered with Ripple Effects Interactive, a nationally ranked interactive marketing agency, to create and implement an online marketing campaign to drive sales of its leading life insurance policy, Select Term.

Ripple Effects Interactive will be responsible for development of a series of rich media creative ads, media planning and buying, and campaign measurement and optimization. The campaign's geographic reach will be broad as American Life is licensed to sell Select Term in all 50 U.S. states and the District of Columbia. Select Term is one of the fastest, easiest and most affordable instant-issue life insurance policies available for purchase online, and allows qualified applicants to have insurance in force within 10 minutes without a medical exam.

"The biggest barrier to selling life insurance online is product complexity, and studies show that more and more consumers are going onto the Internet to research their purchase options," said Louis Malafarina, chief executive officer at Ripple Effects Interactive. "Select Term is truly remarkable in that it's a life insurance product whose value is actually very simple and easy to understand. I am confident that Ripple Effects Interactive will deliver a creative campaign that communicate to and convert American Life's prospective customers."

The agency also recently added Rebecca Bulebosh as manager in its online marketing group. A veteran of e-marketing – including search engine marketing, online banner advertising and e-mail marketing – Rebecca will lead Ripple Effects Interactive's efforts in devising media plans for its clients that deliver maximum reach and conversion. Prior to joining Ripple Effects Interactive, Rebecca was marketing manager at Pittsburgh-based Davision Design & Development and e-marketing planner at Blattner Brunner. She graduated from Duquesne University's John F. Donahue Graduate School of Business, earning an MBA with a concentration in e-business. Rebecca also graduated magna cum laude from Kent State University with a bachelor's degree in marketing.

Ripple Effects Interactive is a premier digital marketing agency ranked among the nation's Top 50 interactive firms by Ad Age and MEDIA magazines. Offering a full range of services – from strategic communications planning, Web site design to online marketing and Web application development, the agency has built a solid reputation for creating highly sophisticated, imaginative and innovative communication strategies and Web experiences. From offices in Philadelphia and Pittsburgh and with over 40 interactive marketing specialists, the agency serves a prestigious client roster of consumer & lifestyle, tourism and travel, higher education, and cultural & non-profit organizations – including the Commonwealth of Pennsylvania, GlaxoSmithKline, Johnson & Johnson, Coca-Cola and Carnegie Mellon University. For more information, visit www.RippleEffectsInteractive.com.

Select Term life insurance is issued by The American Life Insurance Company of New York, home office New York, NY. The product is an obligation of American Life, is not insured by the FDIC and is not a guaranteed deposit. Life insurance policies contain exclusions and limitations; benefits may vary due to misstatement of age or sex. Policy is issued as form number ALNY-SEL-03 or a variation of such. For more information visit www.americanlifeny.com.





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