With the Best Eats 2010 Awards, CNNGo established a unique, multi-platform lifestyle awards program to drive wide-spread awareness across Asia of top dining establishments and food, a key connector for CITIBANK and its client base. Assessed by a panel of local experts the quality, atmosphere, professionalism and superb cuisine were criteria for judging. The awards included a series of CNNGo.com articles highlighting the winning restaurants. Each restaurant was entered into CNNGo.com's listings, including a brief description of its highlights. Restaurants were also awarded window decals and certificates, and official letters to recognize their inclusion in the awards. Two Facebook applications were developed; one encouraging users to submit what they felt was the most overlooked restaurant, the other allowing users to select and share their favourites from the CNNGo Best Eats 2010 collection. Virtual and physical branding helped to drive sustained traffic to the awards listings from October to February.

The campaign saw unique visitors to CITIBANK websites increase 1.9 times and received 1.93 times more new visitors. Visits from referring sites grew by 102%. Overall traffic to the CWP site doubled! Among those exposed to the ad campaign, they were 105% more likely to agree that "CITIBANK offers a good/ exclusive shopping and dining privileges". Most of the image attributes see a positive shift between those who recalled the ads on CNN websites and those who did not recall the ad. There was a 21 point uplift in respondents who felt that they "have a more positive impression of CITIBANK."