In Australia, MasterCard was falling short with the highly valuable affluent segment. The classic Priceless platform had to evolve from simply observing moments to enabling experiences. Enter the Priceless Cities benefits program giving cardholders unique experiences and offers across hotels, dining, retail and entertainment. Our task was to launch the program to the local Sydney audience and inspire them to try new experiences in their own city. But being a city of distinct micro villages, Sydney-siders felt they didn’t have the necessary insider knowledge to have a genuinely priceless experience outside of their own neighbourhood. Our insight: Sydney-siders are looking for the undiscovered priceless experiences only really known by the neighbourhood locals. The idea: Locally Famous A groundbreaking campaign that transformed Sydney’s best-kept neighbourhood secrets into locally famous icons through integrated partnerships and a media strategy built from the ground up made by the locals for the locals.