Sun Life Financial announced Tuesday it is planning its first U.S. marketing and branding campaign, to better enforce its name among American consumers and financial advisers.

The campaign, which will launch in the fourth quarter with an undisclosed budget, will include broadcast, print and online advertisements as well as corporate sponsorships. The Martin Agency of Richmond, Va., the campaign’s agency of record, has created ad campaigns for other leading U.S. companies, including Walmart, Geico, Hanes and UPS.

Earlier this year, Sun Life hired Priscilla Brown as its first head of U.S. marketing.

“Sun Life is well-known in its native Canada, but in the U.S. we need to dramatically increase our presence to financial advisors and consumers,” Brown said. “Expanding our marketing team and media outreach is the first step toward making Sun Life a leading brand in the United States. Americans will soon learn more about our long history of financial strength and the breadth of our products offering financial security.

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