Built for Adventure: Citi® / AAdvantage® 360º Campaign
In 2014, Citibank and American Airlines launched The New American Passport, a bold, travel-inspired brand platform for the Citi® / AAdvantage® portfolio. Drawing from American Airlines’ refreshed identity, the campaign celebrated exploration through striking visuals and storytelling.
By 2016, the brand evolved to reflect the modern explorer—highlighting card differentiation, enhanced digital experiences, and positioning the card as a gateway to discovery. Real travel influencers brought authenticity to the campaign, which spanned OOH, direct mail, email, social and digital banners—reaching cardholders at every stage of their journey.
Influencer Campaign Sizzle Video
OLV Pre-Roll: Citi® / AAdvantage® Platinum (Storyboard + Final Video)
OLV Pre-Roll: Citibusiness® / AAdvantage® Platinum (Storyboard + Final Video)
Watts of Love
Rosa’s Pizza
Pastoral Wine & Cheese
Citi Social Posts: Citi® / AAdvantage® Platinum
Facebook Carousel
Andy To / @andyto
Influencer Social Posts: Citi® / AAdvantage® Platinum
Dan Marker-Moore / @danorst
Travis Burke / @travisburkephotography
Banner Ads: Citi® / AAdvantage® Platinum
Single Benefit: No FX Fees
Yahoo! Login with Video
Single Benefit: First Bag Free
Mobile: Pandora
Single Benefit: Early Boarding
Overarching Benefits
Static: Campaign Focused
Email: Citi® / AAdvantage® Platinum
Acquisition: Remail
Subject Line: A welcome offer can still be yours
Pre-Header: Act now before it’s too late
Existing Cardholder: Benefit Reminder
Subject Line: Now is the perfect time to use your miles to see the world
Pre-Header: Go further with your Citi® / AAdvantage® Platinum Select World Mastercard®
Acquisition: First Contact
Subject Line: Earn more than just miles with your
Citi® / AAdvantage® Platinum Select World Mastercard®
Pre-Header: Start enjoying everything your card has to offer
Facebook Carousel
Citi Social Posts: Citibusiness® / AAdvantage® Platinum
Rosa’s Pizza
Watts of Love–Nancy Economou
Influencer Social Posts: Citibusiness® / AAdvantage® Platinum
Banner Ads: Citibusiness® / AAdvantage® Platinum
Business Insider | Geo-targeted Display Media
Business Insider | Sponsored Content
Overarching Benefits: Rosa’s Pizza
Yahoo! Static Splash Ad: Watts of Love
Mobile: Pandora Interstitial
Overarching Benefits: Watts of Love
Business Insider | Custom Content
Business Insider | Native Unit
Yahoo! Static Splash Ad: Rosa’s Pizza
Mobile: Business Insider / Mini
Influencer Social Posts: Citi® / AAdvantage® Executive
Lucy Laucht / @lucylaucht
Signage: American Airlines Center
Signage: The Grove Shopping Mall
Acquisition Self-Mailer: Citi® / AAdvantage Platinum
Acquisition Direct Mail: Citi® / AAdvantage® Executive
Welcome Kit: Citibusiness® / AAdvantage® Platinum
