Citi Unveil New USOC Marketing Campaign

By Community | May 15, 2012

Citi, unhealthy the official bank sponsor of the 2012 U.S. Olympic and Paralympic Teams, unveiled a national advertising and marketing campaign that is the largest and most integrated U.S. sponsorship campaign in the company’s history.

The campaign, which features 13 Olympic and Paralympic qualifiers, hopefuls and alumni who are members of Team Citi, includes broadcast, print, out-of-home, digital, events, promotions and retail activation. This is the first time Citi has sponsored the U.S. Olympic and Paralympic Teams.

“Citi’s sponsorship of Team USA is a significant asset to our brand and our business as a platform to engage clients and consumers in a meaningful way, particularly as we mark our 200thanniversary,” said Citi Chief Brand Officer Dermot Boden. “Few know more about the journey from ambition to achievement than the athletes who dedicate their lives to representing the U.S. in the Olympic and Paralympic Games. Through this campaign, we want to express how proud we are to support the athletes every step of the way to London, while affirming to our clients how proud we are to be a partner on their journey from ambition to achievement.”

Citi’s sponsorship-related advertisements tie into one theme: “Every Step of the Way.”

Every Step of the Way(SM), the centrepiece of the campaign, is a dynamic digital program that allows the American people to help allocate Citi’s $500,000 donation to the U.S. Olympic Committee – represented by 50 million ThankYou Points — among different Sport Programs that have inspired Team Citi’s 13 athletes. The program helps the athletes say “thank you” while benefitting U.S. Olympic and Paralympic hopefuls and athletes of all ages in communities across America.

There are a variety of ads, many of which encourage viewers to join the Every Step of the Way movement at, and others that highlight some of Citi’s most competitive and innovative banking products, including Mobile Check Deposit, Citibank® Popmoney®,and the ThankYou® Points sharing app, among others.

“In today’s complex world, consumers want solutions that simplify their lives,” said Michelle Peluso, Citi’s Global Consumer Chief Marketing and Internet Officer. “We are excited to launch an advertising campaign that features the Team Citi Olympic and Paralympic qualifiers and hopefuls in a fun, genuine spirit while showcasing the flexibility, control, ease and simplicity that our innovative digital products deliver for our customers.”