M&T Bank with three locations in Harlem today launched a marketing campaign in the Tri-State Area, including a series of new commercials featuring local business customers. Part of the “Understanding What’s Important” integrated marketing communications program, which launched in February 2015, the new commercials offer a glimpse into local businesses and features owners talking about what’s important to them.
“At M&T, we understand we must seek to learn about customers’ unique circumstances, and, importantly, their goals, in order to deliver personalized finance solutions that enable them to succeed,” said Peter J. Eliopoulos, M&T Bank’s Chief Marketing Officer. “We believe that commitment, indeed our very way of doing business, is embodied by our brand promise – Understanding What’s Important.”
The commercial features President and CEO Kenneth Woods on the importance of having a rich culture and how M&T has become a part of that culture.
One of the six businesses (Chip’s Family Restaurant, EmpireCLS, Jamis Bicycles, Peter Manning NYC, Tec-Cast) being featured by M&T Bank is from Harlem in the campaign is Sylvia’s Restaurant, founded in Harlem, N.Y. in 1962 by Sylvia Woods (pictured above), known as the “Queen of Soul Food”. The commercial features President and CEO Kenneth Woods on the importance of having a rich culture and how M&T has become a part of that culture.
“Our partnership with the businesses highlighted in this campaign illustrates the successful outcome of our commercial and business bankers working with a local business throughout the last three years to invest in the community,” said M&T Area Executive Paula Mandell. “We look forward to introducing M&T to new customers, both through this campaign and our newly converted offices, and to deepening our relationships with our existing customers in New Jersey, Connecticut and surrounding communities.”
Eliopoulos said the campaign aims for a variety of narratives from businesses around the region of varying size, industry and objectives, reflecting the vibrant diversity of the customers the bank serves. “They discuss ideals that are important to them, like being local, legacy, relationships, entrepreneurs and culture – values that M&T shares.”
The campaign’s first TV ads will debut today, with others premiering later in the week and into the coming months through October. As each new ad premiers, they will also appear on M&T’s YouTube channel, as well as a in a mix of radio, print, online and out-of-home advertising.
Here’s the video: