Background
Citi was looking for a new 360-degree campaign to promote their Citi AAdvantage Miles Card in partnership with American Airlines. The campaign needed to leverage social, direct mail, web and out of home to increase awareness, separate the card from like offerings and drive new membership.

Solution
The first thing I did was to reposition the card not as a "miles card," but as a tool to for travel lovers to unlock their next big adventure. Stock images and video would be a huge turnoff for seasoned travelers - we needed authenticity and advocates that were real adventurers and explorers themselves. To accomplish this, we secured top-tier adventure photographers/influencers to create all of the photography and video for the entire campaign through the line. The result was an authentic, visually arresting campaign that engaged the target in every channel. Leveraging the social media reach of our influencers also helped create brand affinity and move these potential card members through the funnel.

My Role
As the account's Group Creative Director, I was responsible for all aspects of the effort, from strategy to shaping and driving the original concept to overseeing and attending the shoots themselves.

Results
The campaign achieved a 12% product awareness lift, far surpassing the client benchmark of 4%. It also generated 1.3 million site visits, over a quarter-million Instagram likes and increased Citi's Instagram following more than 300%.