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Regenerating Engagement: Assessing Brand Benefits Associated with New York City's Citi Bike Program

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Citibank’s Elyssa Gray discussed “Banking on Bikes,” the company’s $41M, six-year bike-sharing program in New York City — the largest in North America. Four years after the worst of the financial crisis, the Citi brand was still suffering — Citibike forced the company to go out of its comfort zone and gave the bank a much-needed brand boost with its customers. The goal was to win back 5 percent of its brand health. The results: brand preference has increased by 25 percent, positive impression increased by 8 percent, and brand consideration increased by 41 percent.

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