“Priceless London” will allow MasterCard credit, debit and prepaid card customers exclusive offers at partner attractions, such as the Southbank Centre and the Victoria and Albert Museum.
Experiences will include one-off intimate gigs, opportunities to meet the casts of West End shows and tours of exhibitions with their curators.
Paul Trueman, head of marketing for MasterCard UK and Ireland, says: “MasterCard is evolving from a brand that celebrates Priceless moments to one that enables Priceless experiences, thereby bringing additional benefits to choosing to use MasterCard and building further emotional engagement with consumers.”
Priceless London’s launch will be supported by an integrated advertising campaign across, print, digital and outdoor, which will include a specialised fleet of taxis.
Trueman says London is the “world’s most connected” city in terms of visitors and expenditure, according to its internal research, so it was a “natural choice” for its Priceless scheme. New York was the first city to home the scheme, having launched in July.
As the Priceless Cities strategy develops, opportunities will be created for cardholders to redeem offers at home and when they travel abroad.
The Priceless London campaign was created by McCann London, with big:group handing the digital, partnership and sponsorship activity.