Citi and American Airlines launch new campaign
A new campaign marks the next phase of the Citi and American Airlines partnership.
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To launch the Citi / AAdvantage Globe card, Citi rolled out the green carpet, a symbol of how the card amplifies every trip into unforgettable experiences and puts premium travel within reach.
Whether it’s to get global with premium travel benefits, get access to four Admirals Club Globe passes, valid for 24 hours, or get away with an American Airlines Companion Certificate, the campaign conveys how the card addresses the needs of today’s travellers. It also introduces a custom campaign soundtrack, created in partnership with Art of Sound and Havas Chicago, underscoring Citi’s culture-first marketing approach.
The original song, with its upbeat tempo and catchy lyrics, celebrates the global traveler on every adventure. This campaign launched on October 30 across addressable linear TV, streaming video platforms, online/mobile video, out of home placements, high-impact display, and paid & organic social content.
Elyse Lesley, Head of USPB Marketing & Franchise Development at Citi, says: “To elevate our 38-year card partnership with American Airlines and build on our Travel On co-brand platform, we’ve created a bold campaign to mark the newest addition to the Citi / AAdvantage portfolio, offering enhanced value to even more travellers. To convey how the new Citi / AAdvantage Globe card puts premium travel within reach, we’re excited to pair this unique campaign with a custom soundtrack designed to evoke excitement, speak to today’s global traveler and position the co-brand within culture.”
Andy Malloy, EVP Head of Strategy at Havas Chicago, says: “We’re seeing a growing desire from our audience for travel that feels more intentional and aspirational. They’re seeking more premium experiences shaped not only by where they go and what their passions are, but by how the journey feels from start to finish. There’s a confidence and swagger in how they approach travel and they want to get the most out of their adventures. So for these travellers we wanted to acknowledge that sense of swagger and the Citi / AAdvantage Globe card acts as the catalyst that amplifies their travel experiences with an array of premium benefits, so they get the most out of every moment.”
