Citi Talks Offbeat Travel With Its #WhatsNewThisVacation Campaign

There’s a travel junkie in all of us – we love the thrill of travelling to new places and make some unforgettable memories. It’s this insight that Citi picked for its recently concluded summer travel campaign – #WhatsNewThisVacation. It was an innovative campaign by Citi that was  literally from travel enthusiasts, for travel enthusiasts and very much about travel!

In a refreshingly different move, Citi collaborated with top travel bloggers Bruised Passports to champion the theme of ‘Experience The New’ when it comes to travel. In an attempt to live by the motto “Experience The New” the Bruised Passports duo – Savi & Vidit explored a different and unique side to popular destinations like Paris and Seychelles and ventured to off-beat destinations like Andorra and Slovenia. With their Citi cards in tow, they experienced these destinations through a unique lens and engaged with travel enthusiasts in real time through Facebook Lives! From jaw-dropping images to immersive vlogs – they shared their tales, travel hacks and how they optimized Citi cards for maximum benefits during their travels. Talk about an awesome native pitch that actually helps the customers – this partnership between Bruised Passports & Citi was definitely win-win.

But Citi didn’t stop with just this. They also engaged with the online travel community to drive home the campaign idea of ‘Experience The New’ via the #WhatsNewThisVacation Facebook contest. Readers submitted their unique travel stories on Facebook tagging Citi and #WhatsNewThisVacation. Participants shared their previous unique & offbeat travel experiences on Facebook tagging Citi and #WhatsNewThisVacation for a chance to win travel vouchers. Top bloggers such as Siddhartha Joshi, Lakshmi Sharath,  Akanksha Redhu also joined the excitement and shared their offbeat stories from previous travels on their blogs and social media handles. Generating over 650 user stories, the contest was extremely engaging and made #WhatsNewThisVacation amongst the top 5 engaging Facebook campaigns in May from BFSI sector in Asia Pacific. In order for people to plan their summer vacation in a whole new way, Citi had a host of exciting offers with top travel brands like MakeMyTrip, Airbnb  and  British Airways for the Citi Card holders.

To reach out to users during the inspiration leg of their travel planning, Citi partnered with top online travel hotspots like Tripadvisor, HolidayIQ and Tripoto to natively integrate Citi offers and create content on offbeat travel experiences. Using WiFi hotspot targeting and Geofencing, contextual integrations at physical hotspots like airports and large corporate parks were also activated. As travel is still synonymous with pretty pictures, In-image advertising was used to reach users who actively consume travel content on news portals, review sites, forums etc. on the web. Basically – Citi covered legit every relevant online and offline touchpoint!

Campaign Results

Overall, this was an extremely well-received, successful campaign for Citi. The campaign delivered a reach of 16MM+ on Facebook, highest ever for a Citi India Campaign, and the massive buzz resulted in the highest PTAT (17.1%) amongst the competition

On the business front, Citi saw an YOY uplift of 31% in cards spend in the campaign period i.e. May & June, with May card spends being the highest ever for Citi. A well designed and sharply executed campaign – well done, Citi!

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