For more than 200 years, Citi’s mission has been to enable progress, supporting clients on their journey from ambition to achievement. Supporting Team USA on its journey complements this mission.
Because Team USA isn’t government-funded and relies on the support of family, friends and sponsors, Citi wanted to do more, in addition to its sponsorship, to support the Olympic Movement in a meaningful way. MATTER helped Citi develop the Every Step of the Way℠ program so Citi clients, employees and Olympic fans could help support the next generation of U.S. Olympic and Paralympic hopefuls through the Sport Programs that inspired Citi’s team of athletes on their journey from ambition to achievement.
The Every Step of the Way program launched ahead of the 100-day countdown to London. By the time the final medal was won, the communications campaign garnered over a billion impressions across business, digital and sports media. Matter and Citi earned the 2013 PRWeek Award for “Cause-Related Campaign of the Year.”