Note: Details and data are for illustration purpose only.

Campaign Proposal Pitch

The campaign I would like to propose is to promote Citi's new Credit Card that targets Mid-class
to affluent customers in South East Asia area. The reason I would like to select this segment of
markets is that the purchasing power of customers in South East Asia have been increasing
dramatically with the economic growth of the member countries of ASEAN. With more and more
digital payment tools available in the target market, credit cards become imperative for the
digitized customers. The strategic aspect of this campaign is by partnering with leading payment
companies in South East Asia like Company A and Company B, Citi will be able to penetrate the
markets in digital manners. As a result, this will attract more South East Asia customer with mid
or affluent purchasing power to become Citi's credit card users and engage with consumers in
markets like Country A, Country B, Country C, especially those who are emerging affluent
customers who will potentially become Wealth Management Banking customers.

To elaborate the expected benefit, I would first like to estimate the amount of target audience,
which is around XXX amount of customers assuming the total population and rough XX% of
market share. Assuming each customer will contribute $XXX of revenue yearly in average in the
future. As a result, this campaign will create the benefit of $XXX of revenue. Additionally, the
compound benefit of cross sales and customers' needs will bring in other benefits as well.

Overall, I believe this campaign worth a run and will potentially create substantial amount of
positive Impact to Citi. Thank you!