American Airlines and Citi have built a 35-year-long partnership, serving their clients with the ability to earn travel rewards on everyday purchases. To commemorate this milestone, Citi, American Airlines and Mastercard tasked 50,000feet with developing an integrated brand anniversary campaign.
Alongside celebrating their partnership’s continued success, the campaign provided an opportunity for Citi and American Airlines to promote the Citi® / AAdvantage® World Elite Mastercard®, helping to attract new customers and drive increased daily spending with cardmembers. To enhance these objectives, Citi and American Airlines asked 50,000feet to integrate a 35th-Anniversary concert, cardmember week and social media contest in the campaign.
Through a strategic creative process, 50,000feet identified that competing credit cards in the travel card landscape focused on specific features, such as points or destinations, rather than an emotive benefit. Leveraging the AAdvantage® card’s heritage, 50,000feet developed the campaign platform, “Fulfilling the dream since 1987,” helping cardmembers recognize that the American Airlines and Citi partnership has allowed them to gain more experiences and make new memories.
Complementing the campaign platform, 50,000feet designed the campaign’s visual identity that employs the same shades as the AAdvantage® logomark while infusing the eighties aesthetic used as a motif throughout the campaign.
As part of the launch, 50,000feet developed digital and print assets for the cardmember week and campaign, including email, a loyalty newsletter, Citi Bike parking bay banners and an NFT, all driving to the campaign landing page. Organic and paid social media assets helped Citi and American Airlines promote the “Share Your Dream” social media contest on Twitter, Instagram, Facebook and LinkedIn. Participants had the chance to win a grand prize of $35,000 and 350,000 AAdvantage® miles by sharing their dream vacation on social media. The celebration concluded with the members-only, sold-out Citi / AAdvantage® 35th Anniversary concert with Christina Aguilera.
To learn more about the 35th Anniversary campaign, visit the landing page.