Case Study: Citi creates an unforgettable travel-forward launch experience with SoHo Experiential

Citi launches Globe Mastercard in one night with SoHo Experiential

The customer Citi needed to launch their new Citi / AAdvantage Globe Mastercard to an influential audience in a way that felt premium and travel-focused. The challenge for vendor SoHo Experiential was to create a sophisticated and immersive one-night event that would convey the card's promise of global access and elevated travel, turning the product launch into a memorable experience.

SoHo Experiential transformed a New York venue into a globally inspired environment with interactive moments tied directly to card benefits. The solution included an entry wall, a destination elevator installation, a curated luggage wall, and a cocktail bar, culminating in a surprise live performance. Guests received a personalized, monogrammed weekender bag filled with rewards. The vendor successfully turned the launch into an unforgettable narrative of unlocked adventures, making the new card feel necessary.

Citi