News & Events

City BIDs re-launch industry leading gift card scheme with ‘new look’ brand

City Gift Card

Give the gift of London with the City Gift Card.

11th March 2024: The team behind the popular City Gift Card announced the rebranded scheme today, which aims to boost corporate and consumer uptake in the card whilst locking spend into London’s Square Mile.

Delivered by the 5 City of London Business Improvement Districts (BIDs), the City Gift Card originally launched in 2020 and has already seen impressive uptake in the scheme, with over 4,000 gift cards currently in circulation across London. To help reignite the project and encourage further uptake, the scheme has been given a fresh look with new branding, a refreshed website, and an improved user experience. This is part of a wider ongoing corporate campaign aimed at encouraging large corporations to adopt the City Gift Card as part of their rewards and incentives programmes for staff.

The City Gift Card can now be spent at wide range of participating retail, hospitality, accommodation, and leisure businesses across the City of London, with an extensive programme in place to onboard more businesses throughout 2024. Participating companies include leading names such as Fortnum & Mason, Blacklock, and Waterstones, as well as local favourites like Dabber’s Social Bingo, Jamaica Wine House, and a fantastic mix of hotels, restaurants and more.

The relaunch of the City Gift Card has also coincided with an update to the customer purchasing platform, making purchase and usage of the card easier than ever. This includes a specialised corporate webpage for an easier user journey.

To encourage corporate uptake in the scheme, a business webinar is being planned for later this year to showcase the benefits of utilising the City Gift Card in staff incentive programmes. This project is being supported by the City of London Corporation, with Lord Mayor of the City of London, Michael Mainelli featuring as a guest speaker at the webinar.

You can learn more about the City Gift Card or make a purchase today at:

And for companies looking to do the same, please visit:

The scheme is proudly brought to you by the 5 City BIDs: Aldgate Connect BID, Cheapside Business Alliance, Culture Mile BID, EC BID and Fleet Street Quarter, in partnership with the City of London Corporation.

Press Information

For press enquiries, please contact: Aidan Lewis, Senior Marketing & Events Manager, Primera Corporation.


T +44 (0)7540 579609

About the City BIDs

Since 2015, five Business Improvement Districts (BIDs) have been established in the City of London and its eastern fringe to support its neighbourhoods, and to work hand-in-hand with the local authorities to jointly deliver on its priorities and promote the area as one of the best in the world to visit, invest and work in.

The five City BIDs include: Aldgate Connect BID, Cheapside Business Alliance, Culture Mile BID, EC BID, Fleet Street Quarter

The boundaries of the areas the BIDs represent go from Chancery Lane in the west and Queen Victoria Street in the south, to Commercial Road in the east and Norton Folgate in the north.

About the City Gift Card: The City BIDs commissioned the City Gift Card scheme back in 2020 as a hospitality, retail & leisure support scheme, in response to the pandemic. The City Gift Card works as a pre-paid MasterCard that can only be spent at participating local businesses around the City of London and surroundings areas.

More information can be found at