Citigroup Hangs Mirrors Across Manhattan

Citigroup's Women & Co. division is bringing a little glam to guerilla marketing by posting mirrors in public places.

The four-city effort puts hundreds of gilt-framed mirrors on city streets in New York, Los Angeles, San Francisco and Chicago. Captions on each mirror encourage women to think about financial planning: "You look like a million bucks. Does your retirement account?"

Street teams—young women with full-length mirrors—are handing out Women & Co. branded compact mirrors. The effort runs through Nov. 15 and dovetails with Women & Co. print ads that parody fashion and cosmetics ads. Interference, Inc., New York, handles the street campaign.

Gilt-guerilla: Mirrors prompt women to think about their finances

New York-based Women & Co. ran a similar effort last fall, giving away coin purses with change inside in New York, Chicago and Los Angeles (September 2004 PROMO).

Women pay a $125 annual fee to join Women & Co. and get discounts on some financial services (mortgage, retirement, savings), weekly seminars (via e-mail or conference call) and research resources.

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