Life insurance, wealth management and financial services company Sun Life Financial, based in Canada with its American headquarters in Wellesley, is set to launch its first nationwide branding and marketing campaign, aimed at increasing its recognition among American consumers.

According to the company, the campaign will launch in the fourth quarter of this year, and will include corporate sponsorships and comprise broadcast, print and online outreach. The Martin Agency of Richmond, Va., has been named the agency of record for the company.

"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," said Priscilla Brown, Sun Life’s newly hired head of U.S. marketing. "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."

The company did not disclose how much it plans to spend on the upcoming marketing blitz.