Soho’s fourth year of activating Citibank’s sponsorship of Global Citizen Festival brought with it an assortment of new challenges, primarily due to the pandemic. How do we make people feel safe, and like a VIP at an experience with many restrictions?
We aimed to make the Citi VIP experience as comfortable as possible. Citi guests could check in for the event at a nearby branch (including vaccine status) so their entrance would be quick and easy. Comfortable seating, livestreams, and opportunities for personalization; a photo booth, and temporary tattoo station ensured attendees a memorable day. For the first time, we Citi was the water sponsor; we distributed 25,000 branded, re-fillable bottles, and set up safe water filling stations, accessible to everyone in attendance.