Includes First Broadcast & Online Advertising Campaign Aimed at U.S. Audiences

The U.S. division of Sun Life Financial Inc. (NYSE:SLF, TSX:SLF) today announced it will launch its first branding and marketing campaign aimed at a national U.S. audience. The campaign, which will launch in the fourth quarter of this year, will include corporate sponsorships and comprise broadcast, print and online outreach.

To assist with its campaign, Sun Life also named The Martin Agency of Richmond, Va., as its agency of record. The Martin Agency will be responsible for strategic planning, creative development, and media planning and buying for Sun Life’s U.S. advertising campaign. Sun Life, a longtime provider of annuities, life insurance and group employee benefits, has made a significant investment in marketing and branding in the U.S. this year, including expanding its marketing team and hiring Priscilla Brown as its first Head of U.S. Marketing.

“Sun Life is well-known in its native Canada, but in the U.S. we need to dramatically increase our presence to financial advisors and consumers,” said Brown. “Expanding our marketing team and media outreach is the first step toward making Sun Life a leading brand in the United States. Americans will soon learn more about our long history of financial strength and the breadth of our products offering financial security. The Martin Agency brings tremendous experience in building brands, and insight in financial services to this relationship.”

“This is a dream partner for us,” said Bruce Kelley, Partner and Vice Chairman of The Martin Agency. “Getting consumers to take a fresh look at a venerable brand is among our favorite assignments and we’ve had the good fortune to tackle similar projects for ‘household’ names like Walmart, GEICO, Hanes and UPS. Our goal is to help elevate awareness of Sun Life with consumers and financial advisors across the U.S. as a financially strong company with a long history of protecting Americans and helping them plan for a secure retirement.”

Market budgets for the assignment are undisclosed.

About Sun Life Financial

Sun Life Financial is a leading international financial services organization providing a diverse range of protection and wealth accumulation products and services to individuals and corporate customers. Chartered in 1865, Sun Life Financial and its partners today have operations in key markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China and Bermuda. As of June 30, 2009, the Sun Life Financial group of companies had total assets under management of US $341.9 billion.

Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under ticker symbol SLF. Visit Sun Life Financial’s website at www.sunlife-usa.com.

Sun Life Contact:
Sun Life Financial
David Jacobson, 781-446-1955
david.jacobson@sunlife.com
or
Martin Agency Contact:
The Martin Agency
Dean Jarrett, 804-698-8806
dean.jarrett@martinagency.com