In an ongoing effort to make St. Mary's Bank the destination for mortgages, the Manchester-based credit union is pitching a new concept in mortgage lending.

St. Mary's Bank, a Manchester-based credit union, recently opened its new Mortgage Center, where consumers can apply for a mortgage in minutes using the method that works best for them, whether it's online, by phone or in person at any of St. Mary's branches. In most cases, applicants receive approval in less than two minutes.

This week, St. Mary's will launch a 13-week advertising campaign slated to hit cable TV markets in Manchester, Nashua and Concord and statewide on network stations WMUR and WNDS. In addition, radio spots will air next month on WZID.

To communicate the Mortgage Center's low closing costs and great rates, one TV spot uses humor to illustrate the value St. Mary's provides. The consumer featured in the spot spends his "savings" on a baseball glove-shaped chair and plasma TV screen. The other spot focuses on the ease of application and the choices available to consumers: online, by phone or in person.

The two commercials are part of St. Mary's efforts to be known in the market as a leading mortgage provider.

St. Mary's has spent the past two years retooling their infrastructure to support mortgage delivery by improving internal processes and investing in technology to deliver consumers instant decisions. And just last year, the credit union formed its own title company, St. Mary's Title Services, to control more of the mortgage process and provide more value to consumers.

Offering more than 50 programs, St. Mary's also brings competitive pricing to the mortgage market. As a not-for-profit credit union, St. Mary's is able to provide better value in the form of low rates and low closing costs.

The Mortgage Center at St. Mary's Bank has extended phone hours until 7 p.m. during the week and can be reached at 1-888-705-9596. Or, individuals may apply 24 hours a day.