Citigroup is injecting a little Sinatra into its marketing with its U.S. Retail Bank's new "Make It Here" campaign. The push, which integrates the role of banking into consumers' everyday lives, is rolling out now in the finance giant's New York headquarters and will expand to Miami this month before debuting in San Francisco, Chicago, Los Angeles and Washington D.C.
It's Citi's first major effort since the 2014 "Bank From Almost Anywhere," which ran as part of the brand's Sochi Olympics campaign. That marketing focused on ease of use and functionality, whereas the new effort, which is expected to eventually go global, is a larger look at consumer goals and aspirations.
"What we want is the client who is forward-thinking, aspirational and driven—the 'Make It Here' campaign really resonates with those people," said Will Howle, president of U.S. retail banking at Citi. "We're trying to create connectivity to help define them and drive their lives forward for things like savings, buying a home, investment tools and advice and expertise."
In New York, the campaign includes ads on taxis, in subways, at WiFi hotspots and at Citi Bike stations. Citi will also air a series of TV spots, reinforcing the same emotional message, this summer. Also this summer, the bank will host events in Manhattan, Mr. Howle noted.
It is one of the largest campaigns for the U.S. retail bank division, Mr. Howle added, noting that the spending is "significant for us." In 2014, parent bank Citigroup spent $332.4 million on measured media in the U.S., according to Ad Age's Datacenter.
Citi worked with Publicis Groupe, which created the One Citi Global division for the account's creative, digital and production duties in 2014. Publicis won Citi's global media business last fall.
Earlier this month, Citi reported first-quarter revenue of $17.55 billion, which exceeded analyst expectations but still declined 11% from the year-earlier period.