• May 8, 2007

The color is not blue, it's red. And the arc. Well, it looks more like a bridge.

Citi yesterday said its new brand campaign (Marketing Daily, May 1, 2007), "Let's Get It Done," ran in major broadcast, print and online media around the world over the weekend of May 6 and 7. In addition to the tagline, the campaign uses Citi's red arc in various executions as a visual metaphor for making a connection.

Typical financial scenarios featured in the ads such as buying a house, merging a company and graduating from college show that Citi is ready to help companies, organizations and individuals achieve their financial dreams and goals. Citi's TV ads appeared first in Sydney, Australia, and followed time zones to run at 8 p.m. in Singapore, Hong Kong, Seoul, Mumbai, Moscow, Germany, London, Sao Paolo and the U.S. A heavy print schedule in national and international publications includes gatefolds in 75 popular consumer mags.

Citi said it expected to generate more than 700 million media impressions in the U.S. within the first 24 hours of the campaign.

--Judy Warner