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MasterCard Worldwide
Priceless New York

RAN IN: United States

CLIENT
MasterCard Worldwide

Cheryl Guerin - Group Head, Regional Head of Mktg., USA
Julie Hogan - Sr. Business Leader, Consumer Mktg., US
Benjamin Jankowski - Group Head, Global Media Lead

AGENCY
Universal McCann (UM) *Lead Agency

Will Wiseman - EVP, Strategy
Francine Cohen - SVP, Group Media Director
Trixie Ferguson Gray - VP, Experience Architect


McCann New York

Richard O'Leary - EVP


Octagon

Derek Aframe - SVP


R/GA

Troy Kelley - VP, Group Managing Director


OAG

Christian Dietrich - Managing Director


SUMMARY

If you're MasterCard, how do you compete with American Express for affluent consumers? Better question, how do you compete for affluent consumers on Amx turf - New York City? The solution was to offer experiences New Yorkers could't get anywhere else: Priceless New York only from MasterCard. Take a private tour of the deKooning exhibit. Shoot photos with a Nat Geo photographer. Introduce your kids to Eloise. Since launch, Priceless New York has driven nearly 1M people to its platform, sold over 15K in assets and registered over 20K consumers. Priceless.

CASE VIDEO


Hero Medium: Events

Medium Featured On Video: TV, OOH, Events, Sponsorship

Audience: Men, Women, Affluent New Yorkers (HHI $150K+)

Objectives: Increase brand loyalty

Type: Business to Consumer

Classification: Local

Language: English