Sovereign Launches Ad Push

Sovereign Bank on Thursday unveiled a regional print, radio and outdoor push introducing the theme “That’s why we’re here.”

Slated for Pennsylvania, New Jersey, Delaware and southern New England markets, it is the first major ad effort since the Philadelphia-based bank began to expand beyond its mid-Atlantic base last year.

Initially, Gearon Hoffman, and later Arnold, both of Boston, crafted ads introducing Sovereign in New England, but neither remains on the bank’s roster.

LevLane Advertising, Bala Cynwyd, Pa., crafted the new campaign, spending undisclosed. Competitive Media Reporting estimates the bank spent almost $10 million on advertising last year, but the expansion is expected to drive expenses higher this year.

Positioned as an alternative to larger regional banks such as FleetBoston, Sovereign has $33 billion in assets and operates nearly 600 branches and more than 1,000 automated teller machines.