Philippine Veterans Bank (PVB) will soon launch its new advertising campaign, the “Bank with a Heart for Every Filipino” and introduces Ms. Heart Evangelista-Escudero as its brand ambassador.
The new ad campaign is aimed at revitalizing the bank’s image and focuses on what makes PVB unique among the country’s 36 universal and commercial banks – corporate social responsibility is at the core of the PVB’s existence in that it has to be profitable to be able to give aid and assistance to surviving Filipino World War II veterans and their descendants. In fact, 20% of its annual net income is set aside for such a purpose. PVB is the only bank that looks after the welfare of the veteran community.
This ability of the bank to deliver services to an equally unique sector of society allows it to be sensitive to the needs of its customers from all walks of life, veteran or not. Coupled with a banking survey released a few years ago that stated that Philippine banks are perceived as stiff and uncaring, it was this impetus that gave birth to the suitable campaign of PVB as a bank with a heart for every Filipino.
After the campaign theme was identified, the choice of Ms. Evangelista-Escudero to be the brand ambassador of PVB was already given.
Aside from the quick association to the campaign thanks to her name, PVB believes Ms. Evangelista-Escudero embodies the traits shared by Veteran Bankers all over the country: professionalism, integrity, and the pursuit of excellence. Her passion in pursuing her acting and modeling career, arts, and socio-civic advocacies make her a fitting choice to represent the bank and its products and services.
The new PVB ad campaign will feature Ms. Evangelista-Escudero in TV and radio commercials, print advertisements, and other marketing collaterals that will be released through a variety of traditional and online media.
PVB launches the new advertising campaign with short program at the historic Kamuning Bakery in Quezon City whereby Ms. Evangelista-Escudero signs an agreement with the bank to be the latter’s brand ambassador. PVB Chairman Roberto F. de Ocampo, OBE and PVB President Nonilo Cruz will sign the agreement on behalf of the bank.
Since being taken over by Mr. Wilson Lee Flores in 2013, the Kamuning Bakery has become instrumental in changing the landscape of Kamuning Street in Quezon City from dilapidation to one of dynamism and vibe. Despite the 76-year old bakery eschewing modern baking techniques and sticking to its tried and tested, traditional pugon-powered baking, Kamuning Bakery has become a symbol of the street’s rebirth, encouraging other nearby establishments and commercial enterprises to reinvent themselves. The bakery regularly hosts The Pandesal Forum, an interactive discussion on various topics such as politics, history, economy and others as the place became a favorite venue of historians, academic professionals, politicians, students, and the media.
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