Citi Dangles Alicia Keys and Celeb Access in First Private Pass Campaign

With its newest campaign, "The Ex," Citi is extolling its Private Pass cardmember perks program by tapping into the buzz around the MTV Video Music Awards this week.

Debuting the first national campaign for the program during Thursday night's VMAs telecast, the goal is to associate Citi-enabled insider access with acquired cool by rubbing shoulders with more celebrities than ever before: the intimacy of attending exclusive events, such as a foodie event with chefs Giada DiLaurentiis and Daniel Boulud, or a private concert for Citi customers by VMAs performer Alicia Keys, the opportunity to play basketball with Dwyane Wade and John Calipari, or a Sunday football viewing party with John Madden.

It's also hoping, of course, to distinguish its member perks program from what American Express offers.

According to Citi's press release, "This is the first national advertising campaign for Citi Private Pass, an entertainment access program for Citi credit and debit card customers. Citi Private Pass includes ticket presales, preferred seating and VIP experiences – giving MORE access to customers across music, dining and sports." Other events range from complimentary movie screenings of Madagascar 3 to ticket presales to Madonna and U2. More details below.