APS Bank has launched a new communications campaign entitled “100 years of community banking”.

APS marketing manager Patrick Aquilina explained how the campaign represents 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 the bank’s corporate philosophy: Integrity, with the image of the tree reflecting the bank’s solid roots and constant growth; Security, with the family scene representing the foundation of Maltese society to which the bank is highly committed; Sustainability – strawberries, a typical Maltese agricultural product symbolising the bank’s capacity to cope in challenging times; and Respect – with imagery of underwater flora and fauna denoting the bank’s long-term commitment to promote and inform on the well being and the responsible use of natural resources

The campaign will run on various marketing channels, including traditional marketing and the 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 assisted the bank in the campaign’s creation and management.

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 up to date and attractive to the market without losing sight of the requirements and well being of the local community.