By Barry Janoff
January 15, 2014: With the Winter Olympics just three weeks out, Citi Group has launched a multi-platform campaign intended to highlight athletes, activation and financial strategies leading up to, during and beyond the Games in Sochi.
Citi, the official retail bank partner of the 2014 U.S. Olympic and Paralympic Teams, said the campaign would feature U.S. Olympic and Paralympic qualifiers, hopefuls and legends who comprise Team Citi. They will appear in TV, print, out-of-home, social media and digital advertising; as well as special events, promotions and retail activations.
Team Citi includes Julie Chu, Billy Demong, Erin Hamlin, Ted Ligety, Evan Lysacek, Dan Jansen, Picabo Street, Alana Nichols and Rico Roman.
Citi's Sochi campaign is a continuation of the Every Step of the Way platform launched for the 2012 Summer Games in London.
“Citi is delighted to continue its support for Team USA, this time in their efforts at the 2014 Sochi Olympic Winter Games,” Dermot Boden, chief brand officer for Citi, said in a statement. “Building on the success of Citi’s inaugural Team USA sponsorship at the London 2012 Olympic Games, we are now pleased to launch a fully integrated campaign that will create an enhanced connection with our customers, our employees and fellow Olympic and Paralympic fans."
The TV leg of Citi's campaign begins this week with a spot, "Playlist," featuring Nordic combined skier Billy Demong. The spot focuses on the Citi Thank-You Preferred Visa card, which "allows consumers including Demong to earn two-times points on dining and entertainment at no annual fee."
Two additional broadcast spots airing later this month will feature alpine skier Ted Ligety and will focus on the Citi Mobile app.
Outdoor activation later this month will include in New York a partial takeover of the Columbus Circle subway station and onsite activations in The Grove in Los Angeles.
During the final week of the Olympic Winter Games in Sochi, Citi said it would create Team USA-themed experiences for clients, customers and employees at a dedicated event space in New York. The venue will include athlete visits, competition viewing and interactive elements.
Citi efforts will direct people to Citi.com/everystep to learn more about each of the Team Citi athletes and the U.S. Olympic, Paralympic and community sport programs "that inspired their journeys." Visitors can choose a Team Citi athlete to support and help allocate a portion of Citi’s donation to their sport program.
In addition, Citi said it has has donated an additional $500,000 to the U.S. Olympic Committee.
"Just as Citi aspires to help our clients on their journeys from ambition to achievement, we are proud to support our Team Citi athletes every step of the way as they work towards and reach their goals," said Borden.
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