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Jessica Darnbrough
In a bid to increase the awareness of its new Dining Program, Citibank has unveiled a new high profile brand ambassador.
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Yesterday, the bank revealed it had signed MasterChef personality and restaurateur Gary Mehigan as the Dining Program’s new ambassador.
From today onwards, Mr Mehigan will appear in a fully-integrated marketing campaign including TV, print, social and digital media.
The Citibank Dining Program is a rewards program that entitles all new and existing Citibank credit and debit cardholders to a free bottle of wine every time they dine and use their card to pay at hundreds of partner restaurants across Australia.
Citibank’s director of marketing digital and customer experience Linda Duncombe said signing Mr Mehigan as a brand ambassador was a win for the company and the Dining Program.
“Traditionally, customers are comfortable with the idea of redeeming reward points with their bank for household items. Very few would expect to receive a free bottle of award winning wine when they dine at partner restaurants. Gary will help us build recognition for, and awareness of, this exciting rewards program,” she said.
Speaking about the new sponsorship at a luncheon in Sydney yesterday, Mr Mehigan said it was great to see a bank supporting restaurants in these tough economic times.
“I love the support it provides the industry I am so passionate about. Better yet, I’ve been a Citibank customer for 10 years and I can say that they have always supported my local and international banking needs," he said.
