“Get Global” Card Launch Campaign: To launch the Citi® / AAdvantage® Globe
card, we rolled out the green carpet, a symbol of how the card amplifies every trip into unforgettable experiences and puts premium travel within reach. Whether it’s to get global with premium travel benefits, get access to four Admirals Club® Globe passes, valid for 24 hours, or get away with an American Airlines Companion Certificate, the campaign conveys how the card addresses the needs of today’s travelers. It also introduces a custom campaign soundtrack, created in partnership with Art of Sound and Havas Chicago, underscoring Citi’s culture-first marketing approach.
The original song — with its upbeat tempo and catchy lyrics — celebrates the global traveler on every adventure. This campaign launched on October 30 across addressable linear TV, streaming video platforms, online/mobile video, out of home placements, high-impact display, and paid & organic social content.
“Vacation Mode Is On” Airport Campaign: This marks Citi’s return to airport advertising — beyond the Admirals Club® lounge — in nearly 10 years, and a new era for inflight marketing. This campaign also builds on the Citi® / AAdvantage® Travel On® brand platform to position the Citi® / AAdvantage® Platinum Select® card as the catalyst for a more rewarding adventure and conveys how every tap of the card brings cardmembers one step closer to their dream destination.
More than 1,000 marketing placements — featuring tailored, contextual messaging and full-bleed, immersive imagery — were designed to engage travelers at various stages of the airport journey: arrival, check-in, security, gate arrival, inflight and upon exiting the airport. The campaign launched earlier this month across 10 major international airports in the U.S. (Dallas Fort Worth, Los Angeles, Chicago O’Hare, Phoenix, Miami, Charlotte, Philadelphia, Washington, D.C., and New York’s John F Kennedy and LaGuardia) and on select American flights.
Elyse Lesley, Head of USPB Marketing & Franchise Development at Citi, says: “To elevate our 38-year card partnership with American Airlines and build on our Travel On® co-brand platform, we’ve created a bold campaign to mark the newest addition to the Citi® / AAdvantage® portfolio, offering enhanced value to even more travelers. To convey how the new Citi® / AAdvantage® Globe
card puts premium travel within reach, we’re excited to pair this unique campaign with a custom soundtrack designed to evoke excitement, speak to today’s global traveler and position the co-brand within culture.”
Andy Malloy, EVP Head of Strategy at Havas Chicago, says: “We’re seeing a growing desire from our audience for travel that feels more intentional and aspirational. They’re seeking more premium experiences shaped not only by where they go and what their passions are, but by how the journey feels from start to finish. There’s a confidence and swagger in how they approach travel and they want to get the most out of their adventures. So for these travelers we wanted to acknowledge that sense of swagger and the Citi® / AAdvantage® Globe
Source: Havas Chicago
