From broadband internet to bagel shops to credit cards, the last mile is arguably the most important part of a business. Under the leadership of Jennifer Breithaupt, its global consumer CMO, Citi leverages its relationships with cardholders to provide unique experiences, including in the concert space, where it grants Citi users “preferred access” to tickets for more than 12,000 events with the likes of Jay-Z, Beyoncé, Madonna and Lady Gaga.
This year, Citi Sound Vault, the series of exclusive shows for cardholders featuring performances by major artists like Metallica and Katy Perry, gave cardmembers an exclusive clothing collection by artist Trevor Andrew, a.k.a. Gucci Ghost. Hosted at the Hollywood Palladium during February’s Grammy Week, this year’s Sound Vault hosted concerts by Pink, Muse and Chris Stapleton. That same week, Citi gave cardholders exclusive access to the annual The Roots Jam Sessions concert.
Breithaupt puts stock in experiential marketing because it breaks through constant advertising noise and connects with consumers emotionally. “We’ve placed a big bet on experiential ever since we launched our entertainment platform over a decade ago,” says Breithaupt. “Since then, we’ve grown it into one of the largest consumer access platforms of any brand.”
In 2019, Citi is highlighting its #SeeHerHearHer campaign, which seeks gender equality in the music industry. A recent study of popular songs from 2012 to 2018 found females wrote only 12% of the major hits analyzed and produced just 2%. An offshoot of #SeeHer partnership with the Association of National Advertisers, #SeeHerHearHer kicked off with a performance by country star Maren Morris on NBC’s “Today” show and will be amplified by advertising and television, and Citi’s entertainment platform. The program has provided $5,000 grants to 10 up-and-coming artists and will include a mentorship program with Morris.