WebProNews

The financial giant made a push for female clients in four major media markets by placing mirrors around the cities.

Women make a lot of financial decisions; the Census Bureau noted in 2003 that they make 80 percent of those choices in a household. Citigroup has pushed a few initiatives to bolster its Women and Co. website and bring in those financial decision makers.

The most recent promotion involved mirrors, a project MediaPost called a guerilla advertising campaign. In Chicago, New York, Los Angeles, and San Francisco, a campaign run by the Interference New York agency placed mirrors around those cities with various sayings:

Hundreds of mirrors were posted throughout the cities with lines such as "You're one of a kind. Is your financial plan?"; "That smile would go great with a financial future"; and "You look like a million bucks. Does your retirement account?" All mirrors directed passersby to the Women & Co. Web site.
Citigroup has focused other efforts at the real purchasing and financial decision makers, aimed at reinforcing the brand while emphasizing the comforts sound financial planning can bring. Women and Co. Clients who visit W hotel properties, like Starwood or Westin, get some extra amenities like a wine and cheese tray, and goodies from spa and beauty company bliss' through the end of 2005.

David Utter is a staff writer for WebProNews covering technology and business. Email him here.