NEW YORK: Citi has launched two campaigns to raise awareness of member benefits for credit and debit card customers.
The bank is working on the initiatives with Fleishman-Hillard, its consumer AOR since this spring.
The “Private Pass” campaign, which will run through the fall, will showcase Citi's entertainment access program, which offers event pre-sale tickets, preferred seating, and VIP experiences to credit and debit card customers. The campaign will incorporate content produced for social media platforms, including webisodes featuring Alicia Keys and other celebrities on Citi's Facebook page.
Citi will also host celebrity events for Private Pass, such as a football viewing event at the personal production facility of former Oakland Raiders coach John Madden and a culinary experience with chef Daniel Boulud at Restaurant Daniel.
For the effort, the bank has reached out to media ranging from finance to entertainment press to lifestyle outlets. The campaign's target audience is “all customers of all different price points,” said Emily Collins, director of public affairs at Citi.
“There are millions of people who have a Citi card, but they may not know that their credit or debit card helps them get access to pre-sales with Lady Gaga or Rihanna, for example,” Collins said. “We want to build awareness of these great benefits and encourage customers to take advantage of it.”
The initiative is accompanied by the “More” advertising campaign, which includes a commercial called “The Ex” that shows a man rebounding from a breakup by enjoying Private Pass experiences. Fleishman is promoting the ads and accompanying campaign through media relations. The advertising agency that developed the creative is Publicis.
Citi and partner American Airlines will host a concert series in October to celebrate the 25-year anniversary of the first Citi/AAdvantage card and to reward loyal customers. Keys and Maroon 5 will perform and talk about their personal journeys at the “Love the Journey Concert Series,” which will take place in New York and Los Angeles. Citi will promote the events on social media and with finance, entertainment, and music media, Collins said.
“Both efforts leverage Citi's relationship with the entertainment community,” Collins added.