Well spotted,
hadsst.
Back in 2004, Citibank Platinum Visa Card Holders in Singapore were offered MPC Gold for flying 6 CX F/J Sectors within 3 months:
http://www.docstoc.com/docs/46685968...atinum-Airline
So CX has probably been doing this for a long time, except it seems to be widening the campaigns and lowering the requirements.