As it nears a historic centennial milestone, Valley National Bank has officially unveiled its new go-to-market brand campaign, “That’s How.” The initiative signals a bold evolution for the institution, blending its 1927 roots as a local community bank with a modern, forward-thinking vision for relationship-based financial services.
The campaign is designed to reintroduce Valley to the market as a confident partner capable of answering the complex financial questions of modern life—from homeownership and business scaling to long-term retirement planning.
With the financial landscape increasingly divided between massive national entities and small local branches, Valley Bank aims to “own the middle.” This strategy provides clients with the sophisticated resources of a large bank paired with the personalized service typically reserved for boutique firms.
“In a world shaped by volatility and trust fatigue, relationship-led service is the standard people deserve,” Ira Robbins, Valley’s chief executive officer said. “This campaign reinforces our belief that the strongest outcomes are built on trust and a shared commitment to helping people turn ambition into action.”
Collyn Gilbert, EVP and chief strategy & marketing officer, added that the campaign serves as a “proud statement” that customers do not have to choose between scale and service.
To ensure maximum visibility, Valley has initiated a multi-channel media blitz. A centerpiece of this strategy is a complete eight-week takeover of Secaucus Junction Train Station beginning Feb. 26. As a hub connecting 10 of New Jersey’s 11 rail lines, the takeover will put the “That’s How” message in front of thousands of daily commuters and NYC-bound audiences.
The campaign will also feature:
-
Streaming TV & Digital: Anthem-style video content focused on life’s pivotal financial “Hows.”
-
Social & Search: Targeted outreach to individuals and small business owners.
-
Out-of-Home: High-visibility placements throughout the bank’s regional footprint.
The “That’s How” philosophy extends beyond marketing and into the bank’s 2024 sustainability and community investment initiatives. According to recent reports, Valley invested over $2.5 billion to foster economic development and financial inclusion, including:
-
$782 Million: Community Development Loans for affordable housing.
-
$734 Million: Investments supporting low-to-moderate income individuals and businesses.
-
$324 Million: Residential mortgages for low-to-moderate income borrowers.
-
16,300+ Hours: Dedicated employee volunteer time.
As Valley Bank approaches its 100-year anniversary in 2027, the “That’s How” campaign serves as both a tribute to its legacy of “human understanding” and a roadmap for the next century of growth in the Tri-State area and beyond.
