An Integrated marketing communications campaign for Citibank PremiereMiles

• Main Author: Ingua, Mary Anne M.
• Format: text
• Language: English
• Published: Animo Repository 2009
• Subjects: Citibank PremierMiles; Communication in marketing; Sales promotion; Advertising
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4422
• Institution: De La Salle University

Citibank in the Philippines is the leading credit card company and the market leader in the said industry. By combining local expertise with the strength of Citibanks worldwide consumer banking network, we are able to offer some of the worlds leading range of financial services, especially credit cards. The clients of Citibank are affluent clients who choose to invest and secure their money. They are money-generating individuals who like to invest and make sure that their investments are in good hands. Citibank puts clients first its all about the client first always and foremost. A 24-hour banking services that can cater to all the clients need anywhere anytime. In the past year there has been a growth in the credit card industry and the market research show that 90% of the respondents have credit cards. They prefer to use credit cards in shopping, dining, leisure, and traveling. This campaign will highlight the advantage of using Citibank credit card namely the Citibank PremiereMiles. The advertising objective of the campaign is to create an advertising and promotional campaign for Citibank PremiereMiles to increase awareness addressed to their target market and be able to attract more cardholders to open a Citibank premiere miles. In line with this Citibank PremiereMiles is the credit card that can cater to all their needs and give them greater way to earn travel to most airlines. We are using media touch points such as Events, TVC Prints newspaper and magazines, Out of home advertising and improvement of the Website for Citibank Premiere Miles. The intended budget for the said implementation of the campaign is 50 million pesos. With over 1.2 million credit card subscribers Citis success will be measured with the number of total clients that will subscribe for Citi Premiere Miles.