MARKETING MATTERS: Mary J. Blige, Face of Citi/ Live Nation Integrated Ad Campaign

Back in February, Citi (the parent company to Citibank) signed a marketing alliance with Live Nation. To kick the partnership into high gear, Citi will launch an integrated advertising campaign with Mary J. Blige to promote its credit cards. According to Billboard, the campaign is said to feature national print, online and television components.

Although MJB isn’t under contract with Live Nation, she does have history with the performing powerhouse including most recently her highly successful Heart of the City tour with Jay-Z.

“We were looking for artists that gave us a wide appeal and we were able to span a large group with both of these artists,” said Debra Coughlin, executive VP of Citi Cards. “We also wanted artists that are good to work with.”

Next week you can log onto stories.citicards.com to play games with Mary’s lyrics, hear song snippets and peep behind the scenes interviews. I SAID NEXT WEEK!