CBOE Unveils New Corporate Branding

January 8, 2013

CBOE Execute Success

Rolls Out New Messaging, Visual Design, Tagline and Campaign

CHICAGO, IL - January 8, 2013 - The Chicago Board Options Exchange (CBOE) has unveiled a new branding initiative, which has been introduced company-wide, including across social media platforms, marketing and communications materials and its website. The brand makeover has also been incorporated into a major new advertising and integrated marketing campaign. New York-based agency of record Stein + Partners Brand Activation developed both the branding and the advertising with CBOE.

"CBOE continues to lead, shape and define the industry it created through unparalleled innovation in options and volatility products, trading technology and investor resources. The new branding effort builds on our rich heritage and highlights how CBOE's unique value proposition empowers today's investor," said Carol Kennedy, CBOE's Chief Branding Officer.

CBOE's new brand identity includes new positioning and messaging as well as a new visual identity system. The creation of a new tagline, Execute SuccessSM, was central to the new brand identity and manifests CBOE's positioning and promise to provide investors with trading tools and resources needed to power success in today's options and volatility marketplace.

"From our proprietary S&P 500® Index options and CBOE Volatility Index® (VIX®) options and futures, to our new CommandSM trade engine, CBOE is uniquely positioned to help investors execute successful options and volatility trading strategies in any market condition," Kennedy added. "The Execute Success tagline also resonates internally at CBOE, where we take great pride in successfully executing on all fronts to deliver best-in-class products, technology and educational resources."

Along with the tagline and positioning, a new logo and visual identity system were created to further enhance CBOE's brand. The new logo leverages CBOE's previous logo and "snaps" into a frame system that hosts brand content.

The new brand design and tagline are extended further via a new Execute Success advertising campaign that highlights the critical points in time when investors can turn to CBOE products to capitalize on opportunity or minimize risk. By showing CBOE's options and volatility products as crucially "of the moment," the ads position CBOE products as the ultimate enablers of success.

For example, one ad shows a digital clock set at 9:30 a.m. and reads:

Volatility has you bearish right from the bell.
It's time to Execute Success
SM with VIX options and futures

Another execution shows a digital clock set at 3:43 p.m. and reads:

Your long portfolio needs a short hedge before the close.
It's time to Execute Success
SM with SPXSM options.

To further grow the CBOE brand in social media and drive discussion around CBOE's products, the ads invite readers to engage in conversations on Twitter using a dollar-sign tag (such as "$SPX" or "$VIX").

The fully integrated, multi-channel campaign includes print, online, radio and outdoor advertising, social media, digital events educating investors about VIX options and futures, and corporate sponsorships.

About CBOE:
The Chicago Board Options Exchange (CBOE), the largest U.S. options exchange and creator of listed options, continues to set the bar for options and volatility trading through product innovation, trading technology and investor education. CBOE Holdings offers equity, index and ETF options, including proprietary products, such as S&P 500 options (SPX), the most active U.S. index option, and options and futures on the CBOE Volatility Index (the VIX Index). Other products engineered by CBOE include equity options, security index options, LEAPS options, FLEX options, and benchmark products such as the CBOE S&P 500 BuyWrite Index (BXM). CBOE Holdings is home to the world-renowned Options Institute and www.cboe.com, the go-to place for options and volatility trading resources. CBOE is regulated by the Securities and Exchange Commission (SEC), with all trades cleared by the OCC.

Media Contacts:
Gail Osten
(312) 786-7123
osten@cboe.com

Gary Compton
(312) 786-7612
comptong@cboe.com

Analyst Contact:
Debbie Koopman
(312) 786-7136
koopman@cboe.com

CBOE-OE

CBOE®, Chicago Board Options Exchange®, CBSX®, CBOE Stock Exchange®, CFE®, FLEX®, LEAPS®, CBOE Volatility Index® and VIX® are registered trademarks, and BuyWriteSM, BXMSM, SPXSM, CBOE Futures ExchangeSM and The Options Institute are service marks of Chicago Board Options Exchange, Incorporated (CBOE). C2SM and C2 Options ExchangeSM are service marks of C2 Options Exchange, Incorporated. Standard & Poor's®, S&P® and S&P 500® are registered trademarks of Standard & Poor's Financial Services, LLC and have been licensed for use by CBOE and C2.

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