Valley National Bank has launched a new brand campaign, “That’s How,” aimed at emphasizing relationship-based banking as the bank approaches its 100-year anniversary in 2027.
The campaign, which launched Jan. 14, references Valley’s origins as a community bank founded in 1927, while positioning the institution as a regional bank focused on providing guidance to individuals, families and businesses making major financial decisions.
“At Valley, banking has always been personal,” said Ira Robbins, the bank’s chief executive officer. “For nearly a century, we’ve built this institution relationship by relationship by showing up for our clients, our communities, and the moments that matter most in their lives.”
Valley said the campaign’s creative centers on common questions consumers and business owners ask, including buying a home, growing a business and planning for the future. The bank said “That’s How” is intended to present Valley as a partner that can provide answers through experience and “human understanding.”
The rollout includes a multi-channel media plan spanning out-of-home advertising, streaming TV, digital, search and social platforms, the bank said. A key element of the launch will be an eight-week takeover of Secaucus Junction Train Station beginning Feb. 26.
Valley called Secaucus Junction one of New Jersey’s busiest transit hubs, connecting 10 of the state’s 11 rail lines. The bank said the location provides visibility to both local commuters and travelers headed to New York City.
“Valley has been dedicated to putting human understanding at the center of everything we do for almost 100 years,” said Collyn Gilbert, executive vice president and chief strategy and marketing officer. She said the campaign reflects the bank’s belief that customers should not have to choose between “scale and service.”
In addition to marketing, Valley used the campaign announcement to highlight its community and economic development activity. Citing its 2024 Sustainability Report, the bank said it invested more than $2.5 billion across its footprint, including $782 million in community development loans, $324 million in residential mortgages to low-to-moderate income borrowers and/or neighborhoods, and $734 million in community development investments. Valley also reported $306 million in small business loans, 16,300-plus volunteer hours, and more than $5.6 million in charitable giving.
