“We are you, We are Samoa, We are BSP.”

That’s the slogan of the new branding campaign by the Bank of the South Pacific (B.S.P), launched on Tuesday night at the Tanoa Tusitala Hotel.

Chief Executive Officer of B.S.P, Robin Fleming, said the campaign is about celebrating the values which are the people and the community. “We were discussing last year what will be the new brand for BSP and we heard the suggestions and the words were “We are,” he said.

“I quickly googled it to make sure that no one else is using this brand and so tonight we are launching this new brand for the Bank of the South Pacific.” Head of Business Banking for B.S.P Samoa, Edward Yee, said a brand is the identity that an organisation or product presents to the world and it goes beyond just a logo. 

“In our first brand campaign with our new family, we want to promote our reach to the Pacific and most importantly, promote our cultural diversity and heritage. Our community leaders are our B.S.P leaders – we are you, we are Samoa, We are B.S.P.”

The launch included a first look at the new B.S.P TV advertisement that was filmed around the Pacific featuring B.S.P staff members from each location. 

B.S.P Samoa General Manager, Maryann Lameko-Vaai, said the brand campaign reiterates the bank’s stance on keeping people at the center of what they do. 

“The BSP brand is all about relating to our consumers so that we can represent them in a way that makes them proud of what a Pacific based bank can achieve,” she said.

The new brand campaign was launched yesterday via print media and will be on television screens nationwide from tonight.