APS Bank's new corporate campaign has been themed '100 years of community banking' to coincide with its centenary celebrations.

Established in 1910 as the Cassa di Risparmio dell' Appostolato della Preghiera by a small group of people led by Jesuit Fr Michael Vella, the institution's main aim was to assist workers to save money.

Throughout its history this objective has remained unchanged, with the bank adapting to market developments without losing sight of the requirements and wellbeing of the local community.

Marketing manager Patrick Aquilina explained the campaign was a marked shift from the image associated with APS Bank. He said the concept was built around four shared values that form the cornerstone of its corporate philosophy: integrity, security, sustainability and respect.

These values are supported by a centenary of the bank's involvement in the local society. The campaign will run through various marketing channels, including traditional marketing and online media.