Citi Unveils Global Brand Advertising Campaign
Around the World, Citi Says to Clients “Let’s Get it Done”
New York – Citi, the leading global financial services company, announced the launch of its new global, corporate brand identity advertising campaign. The new integrated media campaign, with the theme “Let’s Get it Done,” debuted in major broadcast, print and online media around the world over the weekend of May 6 and 7. In addition to the new tag line, the campaign makes strong use of Citi’s symbolic red arc, which serves as a visual metaphor for connecting human aspirations to realities.
The ads, featuring scenarios such as buying a house, merging a company and graduating from college, show that Citi is ready to help companies, organizations and individuals achieve their financial dreams and goals. An underlying theme of the campaign is that Citi’s outstanding array of financial products and services can drive its clients towards financial success.
“At Citi, our clients always come first,” said Charles Prince, Citi chairman and CEO. “We are passionate about making a positive difference in the lives and futures of millions of people, organizations and communities around the world, and we wanted our corporate brand advertising to demonstrate our commitment to that.”
“In talking with our clients, from large companies to individuals, we found people strongly believe a financial services company can help them achieve success,” Prince said. “But they said it was very important that it be done ‘with’ them and not ’for’ them – they want a skilled financial partner to be with them in the driver’s seat. That’s the message we want reflected in this campaign.”
The advertising has been customized to appeal to different markets and cultures in a variety of languages. Kicking off the campaign, Citi’s new television ads first premiered in Sydney, Australia on Sunday, May 6 at 8 PM on leading channels. Then, the advertising followed time zones to run at 8 PM in Singapore, Hong Kong, Seoul, Mumbai, Moscow, Germany, London, Sao Paolo and the United States. Print advertising then followed in leading publications in those markets.
In the U.S. the advertising ran initially throughout prime-time programming on the evening of May 6. There, Citi’s ads were presented on all major television networks and every major cable network, beginning a thirty-six hour media blitz. At the same time, Citi ads appeared on homepages of leading websites in the U.S. Print advertising is running in national and international newspapers and leading newspapers in key markets. Also, print ads are featured as fold-out front cover spreads in approximately 75 popular consumer and financial industry magazines. This media storm is expected to generate over 700 million media impressions in the U.S. alone within the first 24 hours of the program.
The advertising was developed and executed by the Publicis Groupe, which is based in Paris. In order to provide Citi with superior expertise across a spectrum of disciplines, Publicis is drawing upon resources from a variety of its global operations and agencies for the campaign. Themes from the corporate brand identity campaign will also be integrated into Citi’s advertising and marketing programs for its Global Consumer Group.
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