How Citi Bike transformed perceptions of Citibank

This report explains how Citibank, the financial services provider, sponsored a bike-sharing scheme in New York to improve its brand image.

How Citi Bike transformed perceptions of Citibank

Stephen WhitesideWarc

Bike-sharing schemes have successfully been introduced in various cities across the globe, from London and Paris to Boston and Mexico City. But plans to roll out a similar initiative in New York, as announced by Michael Bloomberg – the city's mayor – in May 2012, were always likely to face particularly fierce scrutiny.

As was the case in London with Barclays bank, the New York authorities wanted a corporate partner to help develop and implement this idea. Step forward Citibank, a financial services provider that is headquartered in New...

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