The portal is targeted at the bank’s 13 million cardholders in Singapore, Malaysia, Thailand, Indonesia, the Philippines and Australia. A below-the-line campaign by Proximity Singapore will promote the site.
“Other rewards programmes are commoditised and generic, with identical items being offered through similar processes. Our goal is to make our cardholders actually feel rewarded," said Surath Chatterjee, regional head of card products at Citibank Asia-Pacific.
CitiRewards.com is an interactive site divided into lifestyle categories such as glamour, culture, well-being and family, with suggestions for how to make use of Citibank products. Citibank is the largest issuer of credit cards in Asia-Pacific.
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