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Thursday, September 18, 2014

11:30 a.m. - 12:00 p.m.
Track: Fostering Innovation View Track

BANKING ON BIKES: CITI’S PERSPECTIVE ON CITI BIKE

Christine DiLandro, SVP, Director of Media & Integrated Marketing, CITI

Citi Bike, the first and only bikeshare program in NYC that took the city by storm last year, has been heralded as a great marketing move, but at the outset its success was far from assured. Citiís Head of Media & Integrated Marketing for North America will discuss what went into Citiís decision to become title sponsor for the program, what were the risks, how the bank measures success, what has been its impact and what lessons have been learned that might inform other campaigns and markets.

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