Citibank rides Citi Bike sponsorship back into consumers' good will

This report describes how Citibank, the financial services provider, improved brand health through the sponsorship of the New York bicycle sharing programme.

Citibank rides Citi Bike sponsorship back into consumers' good will

Geoffrey PrecourtWarc

Learn more about Citi's sponsorship success in New York by reading the full case study 'The battle to win back New York', which was shortlisted in the Warc Prize for Social Strategy.

For Citibank, the 2008-'09 recession was a big wound that was slow to heal. According to Elyssa Gray, director/head of creative and marketing in the organization's North American group, "We had been working really hard to come back into the market and to build back our brand.

"But it's no surprise...

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