Whether it’s a once-in-a-lifetime vacation or an annual trip to a relative’s house for a family meal, the holidays create some of our warmest memories. MasterCard International announced that it will give cardholders the opportunity to recreate their “Priceless Memories” and create new ones through its 2002 holiday promotion.
Leveraging the company’s “Priceless” brand positioning, the “Priceless Memories” sweepstakes gives MasterCard cardholders the chance to relive memories with the special people in their lives and to create new memories. Each time a U.S. cardholder uses their MasterCard card for a domestic transaction* now through December 31 they are automatically entered for a chance to win one of more than 1,000 prizes, including:
— 5 Grand Prize Get-Together Trips
* Anywhere you want, with anyone you want
* $40,000 Value
— 25 Get-Together Weekend Trips
* Trip for four, including air and hotel
* $4,000 Value
— 1,000 Get-Together Dinners
* Dinner for four
* $200 Value
“Now more than ever consumers are focusing on the emotional connections of being with those they care about,” said Debra Coughlin, senior vice president, Global and North American Brand Building, MasterCard International. “To have the opportunity to bring these people together to create their own memories is a special gift and is the quintessential ‘Priceless Experience’ that has become synonymous with the MasterCard brand.”
To support this program, MasterCard will rollout an extensive integrated marketing campaign to support “Priceless Memories.” Among the components will be:
— :30 and :15-second TV ads
— National print and radio advertising
— Online component both at http://www.mastercard.com and targeting consumer sites
The strong media support for the campaign will include television presence including the annual Macy’s Thanksgiving Day Parade, NFL Football and holiday-themed programming. The print campaign will be highlighted by exposure in USA Today and such mass circulation publications as Entertainment Weekly, Newsweek, People, Cosmopolitan and Parade. MasterCard is also targeting their debit card customers with the “Priceless Memories” sweepstakes through a radio advertisements and statement inserts.
“‘There are some things in life that money can’t buy — for everything else, there’s MasterCard’ is about more than our advertising message. It’s the way we identify our brand and differentiate ourselves from our competitors,” added Coughlin. “‘Priceless Memories’ is the manifestation of our brand. The concept of ‘Priceless’ is extraordinarily relevant to consumers — especially during the holiday season — and with this promotion, we’ve brought it home with a meaningful, tangible element.”
In addition to the United States, the “Priceless Memories” campaign will also be executed simultaneously in Canada, Australia and throughout Europe with separate prize pools for each region. These international efforts will receive television, radio, web and member communication channels. The “Priceless Memories” program will be promoted by more than 170 of MasterCard’s Member financial institutions, including some of MasterCard’s biggest issuers, such as Citibank, Chase, and HSBC. In addition to the 400,000 merchant point-of-sale kits distributed for “Priceless Memories,” retail promotional partners include Continental Airlines, Best Buy and Loews Cineplex Theaters.
“The truly priceless moments in life are those shared with loved ones over a meal or watching a young child light up as they open a present. MasterCard is committed to preserving and enhancing those moments through the ‘Priceless Memories’ program,” stated Robin Blunt, vice president, Global Marketing Programs for MasterCard.
The Integer Group developed the “Priceless Memories” campaign. As the promotional agency of record for MasterCard, Integer created and executed the sweepstakes, print advertising and extended the creative to all bank and merchant materials. “Bringing this brand campaign into the world of promotions is the kind of challenge that lets us flex every agency muscle — creative, strategic, and executional,” said Marc Ducnuigeen, vice president, group account director. “MasterCard is a creative dream-account. It is a crown jewel brand, with a campaign that is a cultural icon, and clients who absolutely expect great work. For everyone at Integer, this is a truly ‘priceless’ opportunity.”
About MasterCard International
MasterCard International has a comprehensive portfolio of well-known, widely accepted payment brands including MasterCard(R), Cirrus(R) and Maestro(R). More than 1.7 billion MasterCard, Cirrus and Maestro logos are present on credit, charge and debit cards in circulation today. With approximately 25,000 MasterCard, Cirrus and Maestro members worldwide, MasterCard serves consumers and businesses, both large and small, in 210 countries and territories. MasterCard is a leader in quality and innovation, offering a wide range of payment solutions in the virtual and traditional worlds. MasterCard’s award-winning Priceless(R) advertising campaign is now seen in 90 countries and in 45 languages, giving the MasterCard brand a truly global reach and scope. With more than 28 million acceptance locations, no payment card is more widely accepted globally than MasterCard. For the six months ended June 30, 2002, gross dollar volume exceeded US$534 billion. MasterCard can be reached through its website at .
*No purchase necessary. Void where prohibited. PIN-based and international transactions not eligible. Grand Prizes not to exceed $40,000 and 19 guests each. Starts 10/15/02. Ends 12/31/02. Restrictions apply. Subject to official rules available online at or by calling 1-800-MC ASSIST.
