After 11 years of sponsoring Global Citizen’s mission, Citi Bank approached Soho to enhance awareness and bolster the brand’s reputation. They sought to emphasize their partnership with Global Citizen in both the Front of House environment and the Ultimate VIP experience.
Citi’s commitment to addressing societal challenges through their ESG efforts was highlighted in the Front of House and Ultimate VIP experience areas. Citi sponsored 7 water stations on the Great Lawn, providing 30,800 pre-filled water bottles for attendees to refill throughout the day.
For the Ultimate VIP experience, Citi created an upscale lounge that incorporated their new visual identity, blending seamlessly with Central Park’s lush surroundings. VIP attendees enjoyed shelter from the rain in the lounge, watching the concert from comfortable benches and couches. They were also treated to Citi-branded popsicles served from roaming carts and pre-filled, chilled branded water bottles distributed in the lounge.