Positioning a travel credit card as
the ultimate reward for reconnecting.
Client
Citi / AAdvantage
Role
Supporting Strategist
Awards
Shorty Award Finalist
BACKGROUND
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As travel rebounded from the pandemic, we launched a new platform: Travel On.
Born of the insight, to travel is to feel alive, Travel On celebrated the world reopening.
It was our rallying cry, inviting everyone to travel with the Citi / AAdvantage card—the card that's made for their kind of adventure.
MISSION
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While the foundational truths that inspired Travel On still ring true—we needed to evolve our approach to resonate with post-pandemic travelers.
Travel was no longer just about making up for lost time or unplugging for the weekend. As travelers’ priorities shifted, Travel On needed to adapt to new expectations.
CULTURAL TRUTH
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The Great Rethink caused people to reevaluate their priorities and make some changes.
From work-life balance to valuing time over money, people were beginning to seek greater meaning—not just in life, but travel, too.
INSIGHT
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Travel today is less about disconnecting and more about reconnecting.
Whether it be to reconnect with yourself, loved ones, or the world around you—people are craving experiences that heighten their emotions, nourish their soul, and keep them yearning for more.
STRATEGY
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Position the Citi / AAdvantage card as your reward for reconnecting.
The Citi / AAdvantage card is not just a tool—it’s your gateway to more rewarding travel.
With miles, benefits, and exclusive perks, it’s designed to fuel your kind of adventure, helping you travel better and more often.
EVOLUTION
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We shifted the campaign from embracing revenge travel to celebrating the rewards of meaningful exploration, discovery, and reconnection.
Because travel isn't just back—it's booming. And when you're traveling to reconnect with yourself, others, and the world, you discover new experiences that feed your appetite for life and leave you craving more.
APPROACH
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Zero in on hyper-personalized stories to illustrate where travelers could be with the card
in hand.
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From blazing western trails to tasting the world, it's the Citi / AAdvantage card that keeps them going.