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Citi? Campaign Brings to Life More Music, Sports and Dining for Credit and Debit Card Customers

September 9, 2012

New Citi? Private Pass? Commercial ?The Ex? Features Performance by Alicia Keys of Her New Single “Girl On Fire” and Private Cooking Class with Giada De Laurentiis

NEW YORK–(BUSINESS WIRE)–Have you wondered what it would be like to cook alongside a celebrity chef or hear your favorite music live from VIP seats? Citi? Private Pass?, an entertainment access program, offers access to thousands of events each year including presales, preferred seating and VIP experiences. Citi? credit or debit card customers can purchase tickets through and some events are complimentary. The experiences offered across sports, dining and music are illustrated in the new Citi advertising campaign, ?MORE? and broadcast commercial, ?The Ex.?

?This multifaceted campaign uses a variety of channels to engage customers and illustrate how we are providing them with unforgettable experiences.?

The ?MORE? campaign shows the special access for Citi credit and debit card customers, by highlighting musicians, athletes, chefs and more. Each of the celebrities featured in the campaign has been or will be part of a Citi Private Pass event, including: Alicia Keys, Rickie Fowler, David Ortiz, Cal Ripken Jr., the Fresh Beat Band, Gladys Knight, Santana, Daniel Boulud and Giada De Laurentiis.

?Whether our customers want to see their kids? joy in playing with baseball legends or seeing their favorite band, we?re offering exclusive access to experiences of a lifetime,? said Ralph Andretta, Head of Co-Brands and Loyalty at Citi Cards. ?These ads show how anyone with a Citi credit or debit card can get more music, sports and dining.?

As part of the campaign, a new television commercial, ?The Ex? gives the audience a view of the type of intimate experiences offered to Citi Private Pass customers. The storyline shows a man rebounding from a relationship breakup by enjoying an art gallery, cooking with Giada De Laurentiis and meeting Alicia Keys after a performance. Alicia Keys? first single from her upcoming album, Girl On Fire, is featured in the broadcast commercial.

Added Giada De Laurentiis, ?It was fun to show the kind of intimate and interactive culinary experiences Citi customers can enjoy. I?m always excited to share my passion for food, favorite recipes and techniques in the kitchen.?

Citi Private Pass offers customers access to events where they can experience the best sports, dining and music. Citi is expanding VIP experiences this fall, including some events where customers can interact with their favorite celebrities. Upcoming events include watching a Sunday football game in John Madden?s production facility, and an exclusive culinary experience at Restaurant Daniel prepared by Chef Daniel Boulud.

The Citi Private Pass campaign is brought to life in a breadth of channels, including television, print, digital, events and advertisements at New York City’s Bryant Park, The Grove in Los Angeles and Ogilvy Station in Chicago. While this is a national campaign, there will be significant focus on key markets through advertisements in Citibank branches.

?Citi?s access to the best in dining, sports and entertainment enables us to tap into our customers? passion areas and earn their loyalty,? said Vanessa Colella, Head of North America Marketing at Citi, ?This multifaceted campaign uses a variety of channels to engage customers and illustrate how we are providing them with unforgettable experiences.?

Learn more, and sign up for the weekly Private Pass newsletter highlighting upcoming experiences, on While the Citi customer purchases the ticket or experience, there are no incremental fees to enjoy Citi Private Pass. Citi customers with a Citi Amex, MasterCard or Visa credit or debit card have access to Citi Private Pass.

To view the advertisements, please visit

About Citi

Citi, the leading global bank, has approximately 200 million customer accounts and does business in more than 160 countries and jurisdictions. Citi provides consumers, corporations, governments and institutions with a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, transaction services, and wealth management. Additional information may be found at,,, | Twitter: @Citibank, @citiprivatepass | YouTube: | Blog: | Facebook: | LinkedIn:


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