Citibank has unveiled an Olympic-themed advertising and marketing campaign described as ‘the largest and most integrated U.S. sponsorship campaign in the company’s history’.
The ‘official bank sponsor of the 2012 US and Paralympic Teams’ has launched the campaign across a plethora of channels including broadcast, print, out-of-home, digital, events, promotions and retail activation.
There is also a digital element to the campaign, which encourages people to contribute ideas towards how Citi’s donation of $500,000 worth of ThankYou Points is allocated among different sports. (ThankYou points are the reward points earned when transactions are made on Citi bank cards).
The campaign features 13 Olympic and Paralympic qualifiers, hopefuls and alumni, who are described as being members of ‘Team Citi’.
Dermot Boden, Citi chief brand officer, said, “Citi’s sponsorship of Team USA is a significant asset to our brand and our business as a platform to engage clients and consumers in a meaningful way, particularly as we mark our 200th anniversary.
“Through this campaign, we want to express how proud we are to support the athletes every step of the way to London, while affirming to our clients how proud we are to be a partner on their journey from ambition to achievement.”
