To honor their 200 year anniversary, Citi approached WSJDN looking for a truly custom solution. They wanted a wide-reaching program that would position Citi as an innovator and industry thought leader.
WSJ. Magazine and WSJDN Digital Marketing partnered with Citi and the Urban Land Institute to create an integrated reader engagement program honoring the most innovative cities around the globe. Through the use of custom print and digital components, the program worked to highlight the most innovative elements of each city, including culture, transit, small business and art. Content was housed on a custom WSJDN microsite, where users were able to join the conversation and cast their vote on which city is leading the way of the future. The 360-degree program then culminates with a series of events produced by WSJ in each of the winning cities.
The 300x600 Site-In-A-Box (“SIAB”) ad unit served as an interactive presence across the network, driving traffic to Citi’s custom microsite by encouraging users to cast their votes for the most innovative city. The SIAB also contained a series of “Did You Know?” facts, provided by experts from the Urban Land Institute
This fully integrated solution proved to be a perfect fit for Citi’s advertising needs. Through the use of high-impact messaging, premium positioning and interactive digital ad components, Citi was able to increase their exposure while promoting their 200 year anniversary.
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