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“100 years of community banking” is the title of a new corporate communications campaign launched by APS Bank this week. APS Bank was set up in 1910 as the Cassa di Risparmio dell’ Appostolato della Preghiera by a small group of people led by Jesuit Fr. Michael Vella. Right from the start its main aim was to assist workers to save, and throughout its long history this objective has remained unchanged. Over time the Bank kept itself abreast and appealing to the market without losing sight of the requirements and wellbeing of the local community at large.
Mr. Patrick Aquilina, the Bank’s Marketing Manager explained that the campaign is a marked shift from the usual image associated with APS Bank to date. The concept is built around four shared values that form the cornerstone of what defines the Bank’s corporate philosophy:
• Integrity – The image of the tree reflects the Bank’s solid roots and constant growth;
• Security – The family scene represents the foundation of the Maltese society to which the Bank is highly committed;
• Sustainability – The strawberries, a typical Maltese agricultural produce symbolises the Bank’s capacity to endure through different times; and
• Respect – The imagery of underwater flora and fauna denotes the Bank’s long-term commitment in promoting and educating the well being and the responsible use of natural resources
All the above values are supported by a Centenary of Bank involvement in the community. The campaign will run through various marketing channels including traditional marketing and online media. The soundtrack of the television spot features the song “I want to be with you” by Maltese band SALT. Logix Communications Ltd has been entrusted to assist the Bank in the creation and management of this campaign.
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