MasterCard is introducing one-of-a-kind experiences to cardholders through Priceless Cities, first being introduced in New York. As part of the campaign launch, MasterCard held a special interactive event on Military Island in Times Square, and hid Yankees seats throughout the city. In a partnership with Facebook Places, those who find the chairs and check in will win special prizes, including meet-and-greets with Yankee greats. MasterCard is using a new website, mastercard.us/priceless-cities/newyork, to encourage card holders to share their tweets, Facebook pictures and YouTube videos from the events. Experience possibilities include 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.
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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.
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. For more information on the program, including how to book, reserve and purchase these unique experiences and exclusive offerings, visit www.mastercard.com/pricelessnewyork.
The launch campaign was developed at McCann New York by creatives Pete Jones, Dylan Bernd, Vi Luong, Ryan Montanti, Michael Rosenthal, Sarah Lloyd, Mike Chee, Kelly Clark, producers Jonathan Shipman, Agatha Maciejewski, Wendy Leahy, Celeste Holt-Walters and Lauren Bauder
Filming was shot by director Tom Hooper (The King’s Speech) via Smuggler, with director of photography Guillermo Navarro. Editor was Avi Oron at Bikini Edit. Visual effects were produced at Absolute Post. Music was produced at Adelphoi.