Florence Bank Launches New “Moments from the Valley” Advertising Campaign
The bank shows its softer side in new campaign featuring milestone moments experienced by residents of the Valley
FLORENCE—Florence Bank has inspired Pioneer Valley residents to dance and sing along to its distinctive “Always” song since it rebranded in 2014. This fall, the bank will showcase its “Always” promise with an advertising campaign called “Moments from the Valley,” in which it spotlights poignant moments in the lives of people who live and work in Western Mass.
The television commercial features a Westfield woman skydiving, an Easthampton girl playing T-ball, a veteran from the Soldiers’ Home in Holyoke with a dog from Bright Spot Therapy Dogs, a farm owner from Florence, an accomplished flutist from Worthington, a Longmeadow toddler taking his first steps, a Springfield couple getting engaged, a young woman from Hatfield graduating from high school and a Belchertown couple getting married.
“We’re switching things up a bit and remaining authentic by telling true, local stories,” said Monica Curhan, senior vice president and director of marketing at Florence Bank. “We’re proud of the evolution of our brand and look forward to people checking out all the great content we’ve created for the campaign.”
Sean Tracey, president of Sean Tracey Associates, the advertising agency that has produced the bank’s award-winning ad campaigns since the 2014 re-brand said, “Our intention for this campaign was to create inspiring video storytelling that was reminiscent of the Florence Bank ads you’ve come to know and love.
“Like the Florence Bank campaigns we’ve done in the past, these feature local residents,” Tracey added. “Their moments are all wildly different, yet the bank’s illustrious “Always” song connects them to one another and to Florence Bank.”
The bank will feature the full-length video stories of many of these people on the campaign webpage at www.florencebank.com/moments.
The web page will also include photos and personal accounts from Florence Bank employees. Florence Bank customers can also take a chance at being featured in a future advertising campaign by visiting any of the bank’s 10 branches and filling out a “Moments” postcard and sharing their photos with the bank’s marketing team at firstname.lastname@example.org.
To learn more about the local people featured in the “Moments from the Valley” commercial, visit the bank’s newly launched blog on its website: www.florencebank.com/the-valley-beat.
About Florence Bank
Florence Bank is a mutually-owned savings bank chartered in 1873. Currently, the bank serves the Pioneer Valley through nine full-service branch locations in Florence, Northampton, Easthampton, Williamsburg, Amherst, Hadley, Belchertown and Granby as well as through 27 ATMs and a new full-service Banking Center in West Springfield. Florence Bank offers a wide range of financial services including investment management through FSB Financial Group (FSBFG) to consumers and businesses. Florence Bank is consistently voted best local bank by the readers of the Valley Advocate and the Daily Hampshire Gazette. John F. Heaps Jr. is the Bank’s President and Chief Executive Officer. Main headquarters are at 85 Main St. Florence, MA 01062. For additional information about the Bank or its services please visit www.florencebank.com or call 413.586.1300.