Citi Launch US Advertising Campaign for Sochi Olympics

By Community | January 15, 2014

Citi, ed which will sponsor the 2014 U.S. Olympic and Paralympic Teams for the Sochi 2014 Olympics, has unveiled a new national advertising and marketing campaign ahead of the Winter Games.

The campaign, featuring U.S. Olympic and Paralympic qualifiers, hopefuls and legends who comprise Team Citi, includes broadcast, print, out-of-home, social media, and digital advertising, as well as special events, promotions and retail activations. The campaign is infused with Citi’s brand messaging and showcases many of Citi’s competitive and innovative banking products, including Citigold, the Citi Mobile app, and the Citi ThankYou Preferred Visa card.

Citi is continuing its successful Every Step of the Way program, first launched for the London 2012 Olympic Games, and bringing it to life through a comprehensive advertising and marketing campaign featuring the athletes of Team Citi – Julie Chu, Billy Demong, Erin Hamlin, Ted Ligety, Evan Lysacek, Dan Jansen, Picabo Street, Alana Nichols and Rico Roman. 

“Citi is delighted to continue its support for Team USA, this time in their efforts at the 2014 Sochi Olympic Winter Games,” said Citi Chief Brand Officer Dermot Boden. “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. 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.”

Citi’s television campaign will kick off today with a spot featuring Nordic combined skier Billy Demong. Two additional broadcast spots airing later this month will feature alpine skier Ted Ligety and will focus on the way the Citi Mobile app allows consumers to bank from almost anywhere. The spot that begins airing today will focus on the Citi ThankYou Preferred Visa card, which allows consumers to earn 2X points on dining and entertainment at no annual fee. 

“Our customers want their bank to understand how they live and get them where they want to go – whether they are banking on their smart phone mountainside or earning points for music downloads purchased with their Citi ThankYou Preferred Visa card,” said Elyssa Gray, Director of Creative and Media, North America Consumer Marketing, Citi. “We’re excited to introduce this advertising in which Team Citi athletes bring to life the stories of Citi’s banking products in a fun and engaging way.”