Makati City Bakuna

From screen to canvas to bank… Heart Evangelista is hot

She’s unstoppable. Today, Heart Evangelista is celebrating her first wedding anniversary with Senator Francis “Chiz” Escudero. It has been a years since the controversial couple exchanged marital vows in one of the country’s (as a society columnist puts it) tres tres exclusif island resorts…Balesin.

Just recently she had an exhibit of her recent work as an artist (under her off-screen name Love Marie Ongpauco-Escudero) at Ayala Museum’s Art Space (the run ended last Feb. 10).

Philippine Veterans Bank chairman Bobby de Ocampo with the bank’s latest celebrity endorser Heart Evangelista 
A day before Oceans Apart concluded, Philippine Veterans Bank (PVB) introduced her as the face of its new advertising campaign, the “Bank with a Heart for Every Filipino.” Heart Evangelista-Escudero is the brand ambassador.

A short program at the historic Kamuning Bakery in Quezon City before members of the press marked the launch with Evangelista-Escudero.The actress/artist signed an agreement with the bank along with PVB Chairman Roberto F. de Ocampo, OBE and PVB President Nonilo Cruz.

Kapuso actress Heart Evangelista (right) during her contract signing with Philippine V       
The new ad campaign is aimed at revitalizing the bank’s image and focuses on what makes PVB unique among the country’s 36 universal and commercial banks - corporate social responsibility is at the core of the PVB’s existence in that it has to be profitable to be able to give aid and assistance to,surviving Filipino World War II veterans and their descendants. In fact, 20 percent of its annual net income is reserved for such a purpose. PVB is the only bank that looks after the welfare of the veteran community.

rom left) Philippine Veterans Bank’s Bobby de Ocampo, Heart Evangelista and the author
This ability of the bank to deliver services to an equally unique sector of society allows it to be sensitive to the needs of its customers from all walks of life, veteran or not. Coupled with a banking survey released a few years ago that stated that Philippine banks are perceived as stiff and uncaring, it was this impetus that gave birth to the suitable campaign of PVB as a bank with a heart for every Filipino.

Members of the Entertainment press during Heart Evangelista’s contract signing with Philippine Veterans Bank
After the campaign theme was identified, the choice of Evangelista-Escudero to be the brand ambassador of PVB was already given. Aside from the quick association to the campaign, thanks to her name, PVB believes she embodies the traits shared by Veteran Bankers all over the country: professionalism, integrity, and the pursuit of excellence. Her passion in pursuing her acting and modeling career, arts, and socio-civic advocacies make her a fitting choice to represent the bank and its products and services.

The new PVB ad campaign will feature Heart in TV and radio commercials, print advertisements, and other marketing collaterals that will be released through a variety of traditional and online media.

Philippine Veterans Bank officials with Philippine Star’s Wilson Lee Flores (second from left) and the author (center)
Philippine Veterans Bank is a private commercial bank owned by about 300,000 FilipinoWorld War II veterans and their descendants.

So, how does Heart feel about being the face that Vetrans Bank is hoping to bring in more clients in the next 13 months or so?

“I am very thankful that Mr. DeoOcampo and Mr. Cruz and the rest of the officers of the bank have put their trust on me. I will do the very best I can to live up to their expectations of me as the ban’s brand ambassador,” Heart said. The officers of the bank at the launch were delighted.

Now, Philippine Veterans Bank is really the bank with a “Heart.”

Topics: Heart Evangelista
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