Project Summary

Already established in the New England and Mid-Atlantic regions, Sovereign Bank penetrated the challenging New York metro market with its 2006 acquisition of Independence Community Bank. Sovereign turned to its current merchandising partner, BrandPartners, to help create a high-profile window merchandising campaign that would both resonate with their new customer base and utilize existing display systems already in place.

BrandPartners responded with a two-phase program involving 44 branches; consisting of large-scale, high impact displays in selected high-profile Manhattan branches, and similar, but smaller-scale graphics in the remaining locations.

Using these dramatic window campaigns, Sovereign was able to use its own real estate to announce its arrival, and deliver a branded message that stood out. Once drawn inside the branch, customers could view the integrated merchandising materials to learn more about Sovereign's products, services and philosophy.