A vision experienced at the Pantheon sent him to Aosta. He converted many pagans there and Charlemagne aided him in his mission. By divine command, he was then sent to the Holy Land to find the head of Saint John the Baptist. For this reason, Gratus is sometimes depicted with John the Baptist's head in iconography. He was accompanied by ( or ). Gratus found the relic concealed in the palace of Herod. Smuggling it out of Jerusalem, Gratus returned to Rome, where churchbells played of their own accord in celebration. Gratus presented John's head to the Pope; in doing so, the jawbone remained in Gratus' hand. This was interpreted as a sign, and the Pope allowed him to carry that precious relic back to Aosta. Gratus continued to govern the diocese, while periodically withdrawing to a hermitage with Jucundus. This story was contested as early as the sixteenth century. Caesar Baronius, who drafted a new edition to the "Roman Martyrology" (1586), doubted the veracity of the tale. In the twentieth century, the historian Aimé Pierre Frutaz demonstrated that the "Magna Legenda Sancti Grati" was an invented tale. However, the tale had spurred the diffusion of Gratus' cult into Piedmont, Lombardy, Switzerland and Savoy, and provided the basis for the saint's attributes. Loyalty marketing  Loyalty marketing is an approach to marketing, based on strategic management, in which a company focuses on growing and retaining existing customers through incentives. Branding, product marketing, and loyalty marketing all form part of the customer proposition – the subjective assessment by the customer of whether to purchase a brand or not based on the integrated combination of the value they receive from each of these marketing disciplines. The discipline of customer loyalty marketing has been around for many years, but expansions from it merely being a model for conducting business to becoming a vehicle for marketing and advertising have made it omnipresent in consumer marketing organizations since the mid- to late-1990s. Some of the newer loyalty marketing industry insiders, such as Fred Reichheld, have claimed a strong link between customer loyalty marketing and customer referral. In recent years, a new marketing discipline called "customer advocacy marketing" has been combined with or replaced by "customer loyalty marketing." To the general public, many airline miles programs, hotel frequent guest programs, and credit card incentive programs are the most visible customer loyalty marketing programs. Premiums are items that a retail customer can receive by redeeming proofs of purchase from a specific product or store.