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Citibank has ramped up its loyalty and rewards strategy for this year's Night Noodle Markets after generating a record number of transactions at last year's event, according to Citi's head of customer experience.

The bank has announced a trove of activations for this year's Sydney Noodle Market, including exclusive access to a VIP space and the ability to skip the often-long queues by using the 'Citi Concierge' service.

Tanya Smith, Citi's head of customer experience, said the leveraging campaign would reward Citi cardholders at the markets, held over 18 nights this month. The event is a key part of Fairfax Events' nation-wide Good Food Month, of which Citibank is naming rights sponsor.

Smith said that Citi data showed almost 4,000 Citi customers spent more than $150,000 at the markets last year. In total, 477,000 payment transactions were made over the course of last year's event.

Citi will also run a social media promotion offering four people the chance to win a food tour and cooking masterclass with the brand's 'dining ambassador', Masterchef judge Gary Mehigan.

Smith recently told Sponsorship News that Citi's local partnerships strategy had evolved into a key part of the bank's "trust and advocacy" campaign, with exclusive access to food, wine and cultural events playing a major part.

Citi is currently in its ninth year as Good Food Month naming rights sponsor. Other partners of the series include Mercedes-Benz, Lion beer brand Kirin, hotel chain Hilton and electrical appliance brand Philips.

Citi launches new brand campaign

The Night Noodle Markets coincides with the launch of the bank's new marketing campaign, "Brand New World".

The campaign, created by Archibald/Williams, rolled out this week and features a new TV ad and a series of longer-form videos telling the story of eight 'pioneers'.

The approach is a departure from Citi's previous local marketing, which has traditionally focussed on product-led campaigns rather than wider brand pieces.

Chase Kojima, the founder and executive chef of Sydney restaurant Sokyo, and Jacob Nash, head of design for the Bangarra Dance Theatre, will feature in the campaign.