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.

Solution

VIP poolside and beach cabanas accessible exclusively to Citi + mtvU credit card holders

Spring Break essentials hut to educate and distribute branded swag to spring breakers

24/7 spotter program identifying and rewarding existing Citi + mtvU credit card holders w/ prizes

Results

400%

Increase in web traffic to Citi + mtvU credit education resources

84,000

College students interacted with on Spring break

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