Citibank

Project

Citi, the leading global financial services company, has some 200 million customer accounts and does business in more than 100 countries, providing consumers, corporations, governments and institutions with a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, and wealth management. Citi’s major brand names include Citibank, CitiFinancial, Primerica, Smith Barney, Banamex, and Nikko. Additional information may be found at www.citigroup.com or www.citi.com.

Objectives

Citibank Legacies of Leadership is an Asian speaker series created by the Citibank in collaboration with Ruder Finn Asia. The program features addresses by prominent world leaders respected for their vision and invaluable contribution to society, and is aimed at providing customers in key Asian cities with the unique opportunity to hear these distinguished speakers, share their reflections on life and the legacies they hope to leave.The series started in 2005 with Singapore’s Minister Mentor Lee Kuan Yew as the inaugural speaker and The Rt. Hon. Lord Patten of Barnes CH, last governor of Hong Kong, spoke at the event In 2008.  Ruder Finn Asia was appointed to work on both events.

Working closely with the client, Ruder Finn succeeded in delivering an event which ran smoothly and with high impact. RFA was charged with identifying, inviting and liaising with the high level speakers; drafting related collaterals and coordinating the media relations programme. The event generated high social awareness with extensive coverage in both the local and regional media, from South China Morning Post to The Straits Times. TV expsoure was also captured with television stations like Cable TV broadcasting the events live. A very positive response was received from the audience of several hundred, successfully associating the Citibank brand with leadership.