Citi Premiermiles Card: Where are you going next?

Citi Premiermiles, the world's first travel miles card, needed a revamp after a decade in the market. We know people who love travelling are always thinking about their next destination. They also love sharing this information. So our goal was to create a campaign to fuel this.

We managed to convince Citi to move away from the tactical miles "war" every other bank was playing ($1 = 1 mile), and to instead, inspire travellers by showing them all the wonderful places they can travel to with Premiermiles. 

For this project, we created a new positioning, tone of voice, and look and feel. We also developed assets which local markets could plug and play across different media. 

WEBSITE RE-SKIN

SOCIAL

CRM

DIGITAL BANNERS / VIDEOS

PRINT

Citi Ultima Brand Voice Refresh

For Asia's super rich, there's a card from Citi that's just for them. ULTIMA. It's by invitation only. We were tasked to streamline it's tone, look and feel across Asia. Because it's so secret, only those who have the card knows what it looks like. Here’s a glimpse of the world we created.