Citi Bike: The battle to win back New York

Michael Taylor

This case study describes how Citi, the financial services company, used sponsorship of New York City's bike share scheme to improve brand health following the financial crisis.

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,...

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