Citi Private Pass, an entertainment access program, offers access to thousands of events each year including presales, preferred seating and VIP experiences. The experiences offered across sports, dining and music are illustrated in the new Citi campaign, “MORE” and TV spot, “The Ex.”
Citi’s Emily Collins tells RBR-TVBR the new commercial debuted last Thursday on MTV during the Video Music Awards following Alicia Keys’ performance. Her new single “Girl on Fire” is featured in the broadcast spot: “The spot will then air cross a variety of broadcast and cable networks during shows including the X Factor premiere on September 12 and the Dancing with the Stars premiere on September 24. Print ads will run in magazines such as People, Golf, Rolling Stone and GQ. Banner and pre-roll ads will run on sites such as Hulu, Yahoo, ESPN, Pandora, and Food Network.”
The “MORE” campaign shows the special access for Citi credit and debit card customers, by highlighting musicians, athletes, chefs and more. Each of the celebrities featured in the campaign has been or will be part of a Citi Private Pass event, including: Alicia Keys, Rickie Fowler, David Ortiz, Cal Ripken Jr., the Fresh Beat Band, Gladys Knight, Santana, Daniel Boulud and Giada De Laurentiis.
“The Ex” gives the audience a view of the type of intimate experiences offered to Citi Private Pass customers. The storyline shows a man rebounding from a relationship breakup by enjoying an art gallery, cooking with Giada De Laurentiis and meeting Alicia Keys after a performance. Alicia Keys’ first single from her upcoming album, Girl On Fire, is featured in the broadcast commercial.
See “The Ex” spot here:
Upcoming Citi Private Pass events include watching a Sunday football game in John Madden’s production facility, and an exclusive culinary experience at Restaurant Daniel prepared by Chef Daniel Boulud.
The campaign includes television, print, digital, events and advertisements at New York City’s Bryant Park, The Grove in Los Angeles and Ogilvy Station in Chicago. While this is a national campaign, there will be significant focus on key markets through ads in Citibank branches.