Mall Marketing: After Success In New York Citibank ThankYou Program On The Road
What started in New York City as a one-off event earlier this year has become a multimarket event campaign for Citibank.
The company is in the midst of a three-city mall tour around an environment dubbed the Citibank Appreciation Station and marketers are weighing whether to continue the initiative into the fall. The exhibit promotes the bank’s ThankYou rewards program by showing off products and services that members can earn through the loyalty program. The tour hit Houston and Westminster CA the last two weekends; San Mateo CA is this weekend.
The environment is divided into five activity zones each highlighting products cardholders can earn through the program. In the sports area for example consumers can try for a hole-in-one on a putting green or shoot hoops against a 60-second clock. In the videogame area attendees can test out an Xbox 360. Consumers can also compete in a trivia contest; winners get gift cards good at retailers in the ThankYou network. Consumers can sign up for the program on the spot; employees from local Citibank branches are on hand to answer questions
“The ThankYou program… is a very important differentiator for us ” Paul Kadin marketing director for Citibank North America told Buzz. “[The events] bring to life the actual merchandise trips and rewards that [consumers] can get with these points by letting them actually try them and touch them and feel them.”
Kadin said more than 7 000 consumers stopped by the initial three-day event in New York earlier this year and checking account acquisition rose by almost 20 percent in market during the run. Agencies: The Michael Alan Group New York City; Wunderman New York City.