Citibank has launched a new advertising campaign for its premium Citi Strata Elite credit card, featuring actress Kristen Bell. The campaign, titled 'That’s the Point,' uses humor to highlight the card's rewards and travel benefits, aiming to connect with premium cardholders.
Key Takeaways
- Kristen Bell is the new spokesperson for the Citi Strata Elite card in a campaign called 'That’s the Point.'
- The campaign features humorous ads showcasing the card's travel and points-earning benefits.
- The Citi Strata Elite card carries a $595 annual fee and offers a suite of travel credits and lounge access perks.
- A significant sign-up bonus offers 100,000 points after meeting a minimum spending requirement.
- The card's benefits, which operate on a calendar-year basis, can potentially be claimed twice in the first year of membership.
New Partnership and Campaign Strategy
Citibank has partnered with actress Kristen Bell to promote its high-end Citi Strata Elite card. Bell, known for her roles in productions like Frozen and Veronica Mars, appears in a series of advertisements that have begun to roll out.
The campaign, named 'That’s the Point,' focuses on making the concept of earning and using credit card points more relatable. In one of the initial commercials, Bell is seen on a family vacation, humorously explaining the value of her points. Another short ad shows her enjoying the amenities of an American Airlines Admirals Club, a benefit associated with the card.
A Strategic Choice for a Spokesperson
The creative director behind the campaign noted that Bell was chosen for her unique appeal. The goal was to find a personality who is "approachable, aspirational, and entertaining." According to the campaign's leadership, this combination is what premium card customers are looking for in today's market.
This is not Bell's first partnership in the financial products space. A decade ago, she was involved in the launch of the American Express Everyday cards, a role that was reportedly chosen because of her relatable image as a parent.
"I can’t help it — I’m obsessed with earning points," Kristen Bell stated regarding the partnership. "That’s why teaming up with Citi on the Citi Strata Elite Card was a natural fit. I love that it has rewards I’ll actually use."
Bell also commented on the card's physical design, noting, "Plus, it’s my first-ever metal card, so pulling it out of my wallet feels pretty chic."
Detailed Look at the Citi Strata Elite Card
The Citi Strata Elite card is positioned in the premium credit card market, competing with other high-fee cards that offer extensive travel benefits. Understanding its features is key to evaluating its value proposition for potential customers.
Fees and Initial Bonus Offer
The card comes with a $595 annual fee. To attract new customers, Citibank is offering a substantial welcome bonus. New cardholders can earn 100,000 bonus points after spending $6,000 on purchases within the first three months of opening the account. These points can be transferred to a variety of airline and hotel partners, including the recently added American AAdvantage program.
Earning American Airlines Miles
An interesting feature of the Citi Strata Elite card is its points-earning structure. It allows cardholders to earn points that can be converted to American AAdvantage miles. The card earns 1.5 points per dollar on general, non-bonus spending, which is higher than the standard 1 mile per dollar offered by many of American Airlines' own co-branded credit cards.
Maximizing Value in the First Year
One of the most compelling aspects of the Citi Strata Elite card is how its benefits are structured. Many of the main credits operate on a calendar-year basis, not a card-anniversary year. This creates an opportunity for new cardholders to use the benefits twice during their first 12 months of membership.
For example, if a customer is approved for the card in October, they can use the annual credits before December 31. Once the new calendar year begins on January 1, the credits reset and can be used again before the second annual fee is due.
Key Annual Benefits
The card offers a portfolio of credits and perks designed for frequent travelers:
- $300 Hotel Credit: This credit applies to single hotel stays of two or more nights booked through the Citi Travel portal.
- $200 Splurge Credit: A flexible credit that can be applied to various purchases, including travel with American Airlines.
- $200 in Blacklane Credits: Cardholders receive $100 in credits for the ground transportation service twice per year.
- Lounge Access: The card provides a Priority Pass Select membership, which includes access for the cardholder and two guests. It also includes four one-time passes to American Airlines Admirals Club lounges each calendar year.
- Travel Protections: The card includes a range of insurance benefits, such as trip cancellation, trip interruption, trip delay, and lost or damaged luggage coverage.
Calculating First-Year Value
The potential value in the first year can be significant. The 100,000-point bonus is often valued at approximately $1,500 by points enthusiasts. If a new cardholder maximizes the calendar-year credits twice, they could receive up to $1,400 in statement credits ($300 hotel x 2 + $200 splurge x 2 + $200 Blacklane x 2). This results in a potential first-year value of around $2,900, not including the value of lounge access and travel protections.
This strategy of using celebrity endorsements is common in the competitive credit card market. By partnering with a well-known personality like Kristen Bell, Citibank aims to capture the attention of consumers looking for a premium product that combines practical rewards with a sense of accessible luxury.
