Citibank has launched a national advertising
and marketing campaign in the US featuring 13 Olympic and
Paralympic qualifiers, hopefuls and alumni who are members of Team
Citi.

This is the first time Citi is sponsoring the
US Olympic and Paralympic teams and all sponsorship-related
advertisements tie into the theme: ‘Every Step of the Way.’

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Citi’s chief brand officer, Dermot Boden,
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.”

The new campaign will be launched across several platforms such
as broadcast, print, out-of-home, digital, events,
and promotions.

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There are plans of the campaign to have
“significant penetration in key markets” through retail activation
in Citi branches and on Citi ATM screens across the US.

Citi’s global consumer chief marketing and
internet officer, Michelle Peluso, said:

“We are excited to launch an advertising
campaign that features the Team Citi Olympic and Paralympic
qualifiers and hopefuls in a fun, genuine spirit while showcasing
the flexibility, control, ease and simplicity that our innovative
digital products deliver for our customers.”

Every Step of the Way, the core of Citi’s new
campaign, is a digital program that allows the US citizens to
contribute towards the allocation of Citi’s $500,000 donation to
the US Olympic Committee, represented by 50m ThankYou Points, among
different Sport Programs that have “inspired” Team Citi’s 13
athletes.