July 11, 2011 09:00 AM Eastern Daylight Time
Priceless Cities Program Brings Cardholders Closer to the Things They’re Most Passionate About in the World’s Top Cities
PURCHASE, N.Y.--(BUSINESS WIRE)--Imagine setting up camp at the Bronx Zoo for an overnight adventure, catching a Yankee game with a Yankee legend, or dining at the famed Red Rooster restaurant with a VIP experience designed by owner and chef, Marcus Samuelsson. These one-of-a-kind experiences and more will be made available to MasterCard cardholders through Priceless Cities first being introduced in New York.
“Priceless Cities is an evolution from celebrating priceless moments to enabling priceless experiences”
The ongoing program is meant to help drive preference and affection for the MasterCard brand among cardholders by offering them an opportunity to enjoy the things they are most passionate about, whether its travel, sports, shopping, culinary or arts and entertainment. Priceless Cities will provide MasterCard cardholders extraordinary experiences, exclusive offers and privileged access to not only make MasterCard their top of wallet choice but also bring a little more priceless to their life.
MasterCard is rolling out this initiative to cardholders who live and travel to the greatest cities around the globe, and what better city to start with than New York? New York is home to millions of MasterCard cardholders and, given the affluence of the population, a high concentration of World and World Elite cardholders.
“Priceless Cities is an evolution from celebrating priceless moments to enabling priceless experiences,” said MasterCard Chief Marketing Officer Alfredo Gangotena. “I personally am proud to launch this program here in New York, my hometown and one of the greatest cities in the world.”
The program will be supported by a fully integrated marketing communications platform that encompasses a wide-reaching media campaign across print, out of home, radio, television and digital platforms. The campaign will help drive awareness and participation for the Priceless Cities amongst MasterCard cardholders. The media buy will be focused on outlets that drive engagement, action and amplification across cardholder passions such as travel, shopping, arts & entertainment, epicurean, family and sports.
The launch will also include a new digital platform at MasterCard.com/pricelessny with opportunities for consumers to share comments and on MasterCard’s Facebook page and Twitterchannel, integrating MasterCard’s Social media channels into the program.
To celebrate the launch of Priceless New York, MasterCard will take over Military Island in Times Square on July 14 to host an interactive event where cardholders and consumers will have the opportunity to see some of the experiences the program will offer including the opportunity to meet Yankee great Joba Chamberlain, take batting practice with a former New York Yankee pitcher; enjoy tacos from world-renowned chef Aaron Sanchez’s travelling tacqueria Tacombi; enjoy performances Jazz at Lincoln Center and interact with an exhibit from the New York Botanical Gardens.
“This special event will represent several of our Priceless New York offerings, bringing to life the quintessential New York experiences available to consumers who have a MasterCard card,” said Gangotena. “We invite all of our cardholders down to Times Square this week to experience some of the offerings first-hand.”
For more information on the program, including how to book, reserve and purchase these unique experiences and exclusive offerings, visit www.mastercard.com/pricelessnewyork.
About MasterCard Worldwide
As a leading global payments company, MasterCard Worldwide prides itself on being at the heart of commerce, helping to make life easier and more efficient for everyone, everywhere. MasterCard serves as a franchisor, processor and advisor to the payments industry, and makes commerce happen by providing a critical economic link among financial institutions, governments, businesses, merchants, and cardholders worldwide. In 2010, $2.7 trillion in gross dollar volume was generated on its products by consumers around the world. Powered by the MasterCard Worldwide Network – the fastest payment processing network in the world – MasterCard processes over 23 billion transactions each year and has the capacity to handle 160 million transactions per hour, with an average network response time of 130 milliseconds and with 99.99 percent reliability. MasterCard advances global commerce through its family of brands, including MasterCard®, Maestro®, and Cirrus®; its suite of core products such as credit, debit, and prepaid; and its innovative platforms and functionalities, such as MasterCard PayPass™ and MasterCard inControl®. MasterCard serves consumers, governments, and businesses in more than 210 countries and territories. For more information, please visit us at www.mastercard.com. Follow us on Twitter: @mastercardnews.
Contacts
MasterCard Worldwide
Sarah Ely, 914-249-6714
Sarah Ely, 914-249-6714
