MasterCard evolves “Priceless” campaign to include offers

MasterCard has evolved its famous “Priceless” marketing campaign to focus around exclusive localised experiences and deals for its customers.

/c/v/s/Mastercard.jpg

“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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here