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CitiBank Impresses At BottleRock Debut

NAPA VALLEY, CALIFORNIA

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CHALLENGE

Find the perfect event partner for CitiBank to showcase their entertainment initiative and the VIP benefits offered to “Private Pass” customers – a focused field of consumers interested in the entertainment sector.

APPROACH

InCharge linked CitiBank with The BottleRock Music Festival in Napa Valley for their very first and very impressive year (featured bands were Kings of Leon, The Black Keys, Jane's Addiction, and Edward Sharpe and the Magnetic Zeros) to establish a strong sponsorship foundation upon which the festival was built. The entire event, including the main stage and all digital media, was fully CitiBank branded. BottleRock’s attendees served to bolster Citi’s brand value in an emerging market at a new and exciting festival. Additionally, a VIP lounge for “Private Pass” customers created a coveted luxury level of attendance for some of the highest valued Citibank program memebers.

RESULTS

 

50,000 festival attendees came in contact with Citi’s brand in a way they never had before, opening Citi to a market segmentation, or “geocluster," that had previously been unreached.