Rising with Pittsburgh: Citizen’s OOH Campaign

PIT Airport: A Key Platform for Citizens Regional Growth

Pittsburgh International Airport welcomes a variety of travelers, ranging from leisure travelers to business executives. In 2023, PIT reported over 10 million passengers, due to Pittsburgh’s growing role as a hub for technology, healthcare and manufacturing. 

Citizens Bank is ranked amongst the top 15 largest banks in the U.S., having the highest branch network in Pittsburgh with 225 locations. They are leveraging our unique airport advertising opportunities in the gateway to Pittsburgh to further solidify the brand’s regional presence, setting themselves apart from competitors and building lasting relationships with customers. Studies show that 81% of consumers consider trust a deciding factor in the brands they use, making OOH the perfect tool to use, as it is perceived as inherently more honest compared to other online formats. Reports indicate that 73% of people who see a financial services OOH ad have engaged with it, creating a significant opportunity for Citizens to capitalize on this high engagement rate. 

Leveraging OOH to align brand and city growth

Citizen Financial Group is leveraging our new overhead static soffit domination at Pittsburgh Airport to boost brand visibility. These wraps transform large airport surfaces into striking visual displays, capturing travelers’ attention in the airport’s main thoroughfare. In an environment where advertisements achieve nearly a 60% recall rate, clustering multiple bright wall wraps in this high-traffic location ensures that Citizen Financial Group’s messaging is both impactful and memorable.

Citizens has strategically employed language that closely mirrors Pittsburgh's growth trajectory, exemplified by the slogan "Pittsburgh's profile is rising, let’s rise with it." Using simple slogans for advertising in an airport is ideal for appealing to travelers in this fast-paced environment. Clear and concise messaging ensures that the bank's key benefits are quickly understood and remembered, even when travelers are on the move. 

By referencing Pittsburgh's rising profile, the slogan reflects the city’s increasing potential; Pittsburgh’s financial and technology sector each attracted an average of 27 million dollars in investments in 2023. PIT is also mirroring the city’s expansion through extensive airport-wide renovations, creating a modern and seamless experience to meet the needs of a region on the rise.  The slogans chosen by Citizens highlight the bank's awareness of local changes, reinforcing the idea that they are an integral player in the city's financial and economic landscape.