We didn’t create a media plan. We created an experience plan.

Our activation formula was simple:

1. Bespoke Experiences with Local Curators.

We created inspiring moments in food, fashion, music and the arts that helped people connect with city culture on a deeper level (e.g., intimate dinners with up-and-coming chefs, private museum tours with an acclaimed art critic). The only way to access them was with your MasterCard.

2. Local Lifestyle Conversations.

We introduced Cities through the local conversations that set the cultural agenda for affluents. Through partners such as The New Yorker, TimeOut, Le Monde, Sydney Morning Herald our message spread organically through the daily lifestyle beat.

3. Owning Affluent, On-the-Go Media.

We wanted to own the most targeted, local, and affluent media of them all. We partnered with leading smartphone providers (e.g., Jeipang in Beijing) and negotiated exclusive sponsorships of local lifestyle apps with partners such as TimeOut.

By year end 2012, Priceless Cities was in 11 markets and had been live in 3 markets for a full year.

Results:

1. Unaided awareness increased an average of 17% in targeted cities. Net Promoter Score increased an average of 8 points.

2. MasterCard GDV (revenue minus fees) increased 35% YOY among consumers who experienced a Priceless New York event/offer.

3. We used media to create the product: 25 media partners created 110 custom experiences that were the heart of the Priceless Cities value proposition.