Automatically elevating existing credit card customers to a "Platinum" status was an exciting time for Citibank Guam, relative to existing competitive credit card products in the market. The concept development for the new "Platinum" card expressed a premium and elite tone which complimented the exclusive benefits made avaialable to the cardholder such as Experiential Travel and worldwide Dining and Club benefits. Execution included an upscale launch event, custom packaging and print advertising in corporate publications.
