Just over two months into the Citi Bike program, it seems like the $41 million dollar six-year sponsorship is on its way to paying off. Citi Bike is, in many ways, the definition of branded utility.
“So far, everything is pointing in an extremely positive direction, more than I would have expected,” said Elyssa Gray, head of creative for North America marketing at Citi. “The way that the city has embraced the program is truly remarkable.”
According to Gray, Citi got involved with the bike-share program because the bank felt that the program was consistent with what the Citi brand stands for: progress and helping people achieve goals.
“Citi’s home base is here in New York, and we want to make sure that people who live in New York City feel the value that Citi is bringing to this community of ours through this green initiative,” she said.
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