Citi and American Airlines have unveiled two innovative campaigns developed with Havas Chicago, marking the next phase of their expanded Travel On® co-brand partnership. These campaigns highlight the launch of the Citi® / AAdvantage® Globe™ card and Citi’s first return to in-airport advertising with American Airlines in nearly a decade, demonstrating how the brands are connecting with travelers at every touchpoint—both on the ground and in the air.
‘Get Global’ Card Launch Campaign
The Get Global campaign introduces the Citi® / AAdvantage® Globe™ card with a signature green carpet motif, symbolizing how the card amplifies every journey with premium travel benefits. Cardholders enjoy perks including four Admirals Club® Globe™ passes and an American Airlines Companion Certificate, making premium travel more accessible than ever.
A custom campaign soundtrack, created in partnership with Art of Sound and Havas Chicago, brings the card’s culture-first marketing approach to life. The upbeat, catchy song celebrates the global traveler, highlighting the joy of exploration on every adventure. The campaign launched on October 30 across multiple channels, including addressable linear TV, streaming video platforms, online and mobile video, out-of-home placements, high-impact display, and paid & organic social content.
‘Vacation Mode Is On’ Airport Campaign
The Vacation Mode Is On campaign marks Citi’s return to airport advertising—beyond the Admirals Club® lounges—for the first time in nearly ten years. Focusing on the Citi® / AAdvantage® Platinum Select® card, the campaign positions every card use as a step toward a more rewarding travel experience.
Over 1,000 custom placements were rolled out across 10 major U.S. international airports—Dallas Fort Worth, Los Angeles, Chicago O’Hare, Phoenix, Miami, Charlotte, Philadelphia, Washington, D.C., and New York’s JFK and LaGuardia—and select American Airlines flights. The immersive campaign engages travelers at every stage of their airport journey, from arrival, check-in, and security to gate access, inflight experiences, and departure.
Brand Insights and Strategy
Elyse Lesley, Head of USPB Marketing & Franchise Development at Citi, said:
“To elevate our 38-year card partnership with American Airlines and build on our Travel On® co-brand platform, we’ve created a bold campaign for the Citi® / AAdvantage® Globe™ card, delivering enhanced value to more travelers. Pairing it with a custom soundtrack designed to excite global travelers helps position the co-brand within culture and underscores Citi’s commitment to premium travel experiences.”
Andy Malloy, EVP Head of Strategy at Havas Chicago, added:
“Today’s travelers seek experiences that are intentional, aspirational, and premium. From start to finish, they want every moment of their journey to feel exceptional. The Citi® / AAdvantage® Globe™ card acts as a catalyst, amplifying travel experiences with premium benefits and ensuring travelers get the most out of every trip.”
