In six short months, Priceless New York has boosted the brand, in terms of awareness, affection, and transactions. Brand awareness is up 20%. MasterCard’s Net Promoter Score is way up. And, among consumers who purchased a PNY experience, their total MasterCard spend rose by 35%. Priceless!

A multi-platform integrated media strategy was deployed to not only build awareness of and engagement with this platform, but also to work with media partners in an innovative and differentiating way.•Custom Content & Activations: We partnered with media owners to create the “product” – a myriad of custom one-of-a-kind culinary, arts & entertainment and shopping experiences, exclusive retail offers and privileged access to events curated only for cardholders.

•OOH: Created buzz surrounding relevant consumer experiences•Digital: Engaged consumers via “lean in” one-on-one communication, prompted to take action and provided a space to communicate & share experiences via social •Print: Created an emotional bond via their "favorite" publications and established a deeper connection •Radio: Provided reminder messages to drive consumers to enroll/participate and using well known DJ personalities to emotionally connect with listeners•Television: Enabled MasterCard to drive immediate awareness of the Priceless New York launch

MasterCard is a beloved brand due to its iconic “Priceless” campaign but this hasn’t translated to preferred card usage. This is particularly true among the Affluent.While small, the Affluent segment generates a ton of revenue for MasterCard. And, the lion share of them reside in major global cities. It should come as no surprise that NYC is on the top of that list.Affluent New Yorkers are culturally adventurous and in-the-know men and women who are busy and can’t find the time to constantly discover interesting experiences beyond what they already know.MasterCard needed to move from an observer of Pricelessness to an enabler of culturally-rich priceless experiences that can only be purchased via MasterCard, thereby driving increased usage of and preference for MasterCard.

Priceless New York, a platform of exclusive priceless experiences and offers in dining, shopping, sports and the arts, was born.