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Tuesday, March 10, 2015

11:15 a.m. - 11:30 a.m.
Track: BankThink Live View Track

BANKING ON BIKES: CITI’S PERSPECTIVE ON CITI BIKE

Elyssa Gray, Director, Brand and Advertising, NA Cards, 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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