An Integrated marketing communications campaign for Citibank PremiereMiles
Date of Publication
2009
Document Type
Master's Thesis
Degree Name
Master of Marketing Communications
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Thesis Adviser
Benison Cu
Defense Panel Chair
Jose Luis Liongson
Defense Panel Member
Antonio Chochit Z. Solomon
Luz T. Suplico-Jeong
Abstract/Summary
Citibank in the Philippines is the leading credit card company and the market leader in the said industry. By combining local expertise with the strength of Citibanks worldwide consumer banking network, we are able to offer some of the worlds leading range of financial services, especially credit cards.
The clients of Citibank are affluent clients who choose to invest and secure their money. They are money-generating individuals who like to invest and make sure that their investments are in good hands. Citibank puts clients first its all about the client first always and foremost. A 24-hour banking services that can cater to all the clients need anywhere anytime.
In the past year there has been a growth in the credit card industry and the market research show that 90% of the respondents have credit cards. They prefer to use credit cards in shopping, dining, leisure, and traveling.
This campaign will highlight the advantage of using Citibank credit card namely the Citibank PremiereMiles. The advertising objective of the campaign is to create an advertising and promotional campaign for Citibank PremiereMiles to increase awareness addressed to their target market and be able to attract more cardholders to open a Citibank premiere miles. In line with this Citibank PremiereMiles is the credit card that can cater to all their needs and give them greater way to earn travel to most airlines.
We are using media touch points such as Events, TVC Prints newspaper and magazines, Out of home advertising and improvement of the Website for Citibank Premiere Miles. The intended budget for the said implementation of the campaign is 50 million pesos.
With over 1.2 million credit card subscribers Citis success will be measured with the number of total clients that will subscribe for Citi Premiere Miles.
Abstract Format
html
Language
English
Format
Accession Number
TG05409
Shelf Location
Archives, The Learning Commons, 12F Henry Sy Sr. Hall
Physical Description
43, 75 unnumbered leaves ; illustrations (some colored) ; 28 cm.
Keywords
Citibank PremierMiles; Communication in marketing; Sales promotion; Advertising
Recommended Citation
Ingua, M. (2009). An Integrated marketing communications campaign for Citibank PremiereMiles. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/4422