CITIBANK'S INT'L AD ITINERARY STRETCHES OVER 44 NATIONS

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Citibank is launching its most comprehensive international campaign, with a 44-country effort for seven different financial products.

"It's the first global, fully integrated campaign Citibank has done from the retail side of the business," said Jolie DeFeis, account director on Citibank at agency J. Walter Thompson USA, New York.

Breaking later this month, the campaign promotes seven services-including CitiPhone Banking, Citicorp Travellers Cheques, the bank's multilingual services and the its 250,000-unit global network of automatic teller machines.

In addition to print, direct mail, in-bank brochures and posters, the global service area of Citibank's Web site will carry the campaign theme. The campaign retains "The Citi never sleeps" tagline but will add the subtheme: "Your bank. Your money. Your world."

GLOBAL BRAND LIKE COKE

In the Asia/Pacific region, the campaign also will run in business magazines and newspapers.

"We're trying hard not to position ourselves as just a U.S. national bank," said Betsy Means, VP-global brand development at Citibank. "We think of the Citibank brand as being a global brand in the league of Coca-Cola and McDonald's."

Citibank's drive comes a month after American Express Co. launched its global campaign promoting charge and credit cards, travel services and financial advice.

"It's a logical time to go global," said William Gregor, who specializes in banking at Gemini Consulting, a management consultancy. "There's more demand in the marketplace."M

Contributing: Kate Fitzgerald.Citibank is launching its most comprehensive international campaign, with a 44-country effort for seven different financial products.

"It's the first global, fully integrated campaign Citibank has done from the retail side of the business," said Jolie DeFeis, account director on Citibank at J. Walter Thompson USA, New York, which coordinated the effort along with JWT Direct.

Breaking later this month, the campaign promotes seven services-including CitiPhone Banking, Citicorp Travellers Cheques, the bank's multilingual services and the its 250,000-unit global network of automatic teller machines.

In addition to print, direct mail, in-bank brochures and posters and the global service area of Citibank's Web site will carry the campaign theme. The campaign retains "The Citi never sleeps" tagline but will add the subtheme: "Your bank. Your money. Your world."

In the Asia/Pacific region, the campaign also will run in business magazines and newspapers.

"We're trying hard not to position ourselves as just a U.S. national bank," said Betsy Means, VP-global brand development at Citibank. "We think of the Citibank brand as being a global brand in the league of Coca-Cola and McDonald's."

Citibank's drive comes a month after American Express Co. launched its global campaign promoting charge and credit cards, travel services and financial advice.

"It's a logical time to go global," said William Gregor, who specializes in banking at Gemini Consulting, a management consultancy. "There's more demand in the marketplace."

Contributing: Kate Fitzgerald.

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