First Financial Bank Celebrates Grand Opening of New Shelbyville Banking Center

September 15, 2010

SHELBYVILLE, In. - September 15, 2010 - Local community leaders, residents and First Financial associates gathered today to celebrate the grand opening of the new First Financial location in Shelbyville.  The new banking center is located at 1850 Marketplace Boulevard.

"There's no question that Shelbyville is very important to us, and we're committed to investing in the area to continue building strong, long-term relationships with our clients, local businesses and the community," said Dave Phares, First Financial vice president and senior commercial loan officer. "Our new banking center will enhance the high-quality service, innovative banking solutions and expert financial advice that our clients expect and deserve."

The new 4,300 square-foot banking center in Shelbyville was built using the bank's new prototype design. The new design includes visual merchandising as well as engaging retail graphics to "take the client on a journey" that will remind them of defining moments of success in their lives.

Sharon Rowsey, assistant vice president, continues to serve as the Shelbyville banking center manager. Clients will find a full complement of retail, commercial lending, and treasury-management services.  In addition to three drive-thru lanes, the banking center has a drive-up ATM.

"The interior of the banking center is very open and accessible to clients," said Rowsey. "All of the offices are surrounded by glass walls providing a very transparent, yet soundproof, environment. We're excited to welcome clients to the new banking center, and we look forward to being a part of community for years to come."

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About First Financial Bancorp

First Financial Bancorp is a Cincinnati, Ohio based bank holding company. As of June 30, 2010, the Company had $6.6billion in assets, $4.4 billion in loans, $5.2 billion in deposits and $707 million in shareholders' equity. The Company'ssubsidiary, First Financial Bank, N.A., founded in 1863, provides banking and financial services products through its threelines of business: Commercial, Retail and Wealth Resource Group. The Commercial and Retail units provide traditionalbanking services to business and consumer clients and the Wealth Resource Group provides financial planning,investment management, trust & estate, brokerage, insurance and retirement plan services and had approximately $2.2billion in assets under management as of June 30, 2010. The Company's strategic operating markets are located in Ohio,Indiana, Kentucky and Michigan where it operates 113 banking centers across 75 communities. Additional informationabout the Company, including its products, services and banking locations is available at www.bankatfirst.com.