Citi: Reward Yourself Spring Break

Citi, the global leader in credit cards, wealth management, and banking, partnered with YMC to reward existing college-aged customers and build awareness with potential new customers.

Situation YMC created an on-site VIP experience for Citi + mtvU credit card holders during Spring Break in Cancun, Mexico. This campaign incorporated daytime and nighttime opportunities and experiences.


VIP poolside and beach cabanas accessible exclusively to Citi + mtvU credit card holders with the ability to bring 1 guest

Spring Break essentials hut distributed items to students and educated on the value of the Citi + mtvU card

24/7 spotter program identifying and rewarding existing Citi + mtvU credit card holders with upgraded experiences



Increase in web traffic to Citi + mtvU credit education resources


College students interacted with on Spring break

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