Case Study

International Personal Banking, a division of Citi Wealth Management Latin America, needed a novel way to generate brand awareness and attract new business from its target audience – upper income Latin Americans interested in establishing a U.S. financial relationship.  Citi charged NatCom with developing brand awareness and new client acquisitions among this affluent group while they were in-transit to and from the United States.  The one-month promotional blitz was budgeted at $500,000.

Objective

To create brand awareness and generate new business for Citi’s International Personal Banking amongst their international target audience with the unique challenge of capturing their attention while in-transit in the United States.

Strategy

Leveraged a partnership with a major airline to establish a mutually beneficial promotion that would service the needs of targeted affluent travelers. 

Tactics

NatCom launched a promotion in American Airlines’ Admirals Clubs at airports in Miami, New York and San Francisco – key international hubs.  

The clubs have traditionally been favored by frequent and first-class flyers because of their relaxed atmosphere and in-transit services.  NatCom’s promotion featured the distribution of 100,000 leather passport holders, containing a bilingual (Spanish/English) acquisition-driven brochure, to all international traveler guests checking in at the clubs.  NatCom supported the campaign with advertising in American Airlines’ in-flight magazine and created brand awareness posters for the Admirals Clubs and other airport locations.  The promotion was conducted during the holiday season, to take advantage of the huge spike in travel for Latin Americans visiting the U.S. for shopping and holiday festivities.  

Results

Citibank traced a demonstrative boost in inquiries and brand awareness for International Personal Banking during and after the campaign.  The conversion process from an intercepted prospect to a client is a long one because of the high net worth of the individuals involved.  As a result, Citi is still reaping the benefits from new business generated by this promotion.