In 2017, The Presidents Cup biennial golf tournament that pits the U.S. team vs. a team of international players came to the Greater New York City area. Liberty National Golf Course in Jersey City, to be specific. As the official sponsor, Citi launched an enormous local awareness campaign that celebrated the New York landscape, the language and the Empire State of mind.




We also invited locals to take part in helping drive a golf ball around the world in support of No Kid Hungry. New York may have taken home the Cup, but the campaign was also a huge win for CitiBank and children in need.
PRESIDENTS CUP CASE STUDY

44 MILLION YARD CHALLENGE: ACTIVATION

OUT OF HOME
New Yorkers have their own language, so the first task was spreading the word in the native tongue.
Taxi 1
Taxi 2
Outdoor 1
Outdoor 2
Outdoor 3
Outdoor 4
Outdoor 5

DIRECTIONAL
Ok, so the tournament technically happened in Jersey City. We had to drive people across the water...

Holland Tunnel
New Jersey RT-139
Ferry Side A
Ferry Side B
CITI BIKE TAKEOVER
We brought the fairway to Broadway with Presidents Cup-themed Citi Bikes.

ON-SITE POS
During the event, Citi Cardholders were the true MVPs. We created POS materials to remind them of their home-field advantages.
CURTAIN CALL

Eric Witman, Gina Wall: Sr Team
Jeff Weston: ECD




CREATIVE DIRECTOR (DELUXE EDITION)
Includes state–of–the–art personality, 10+ years of agency experience and a very exciting wardrobe. Interchangeable hats include managing teams large and small, winning new business and championing agency culture. Lights up in collaborative environments.