Citi Bike: The battle to win back New York
Michael Taylor
Campaign details
Brand owner: CitiAgency: Publicis Kaplan ThalerBrand: Citi BikeCountry: The United States
Executive summary
In 2012, Citi needed a disruptive way to revive its troubled brand in its hometown, New York. The City needed a sponsor with the vision and courage to invest in getting a citywide bike-share programme off the ground. They came together, and Citi Bike was born. Pre-launch, the programme faced 'bikelash' from naysayers. But converted even the most hardened of cynics were converted with a strategy that...