Residents of the Big Apple will soon be spreading the news about MasterCard’s new Priceless Cities program, which will offer cardholders one-of-a-kind experiences. People who have World Elite MasterCard as well as other MasterCard holders can all participate in the offers.
What’s Behind the Program
The reason for the program is simple. MasterCard is trying to boost its brand—especially against its biggest competitors, American Express and Visa. The new program will offer MasterCard holders the opportunity to engage in exclusive events that are designed to build brand loyalty. These unusual opportunities will cover sports, travel, entertainment, shopping, restaurants and the arts.
New York, New York
MasterCard has chosen to rollout the Priceless Cities program in New York City first for a variety of reasons. First, millions of residents have a MasterCard. Second, the level of affluence in New York speaks to a population of World and World Elite cardholders. Plus, the amount of experiences that cardholders in New York can experience are almost endless. Some of the experiences include camping at the Bronx Zoo, attending a Yankees game with a former Yankees’ player or getting the VIP treatment at the Red Rooster restaurant.
According to Alfredo Gangotena, who is the Chief Marketing Officer of MasterCard, “Priceless Cities is an evolution from celebrating priceless moments to enabling priceless experiences. I personally am proud to launch this program here in New York, my hometown and one of the greatest cities in the world.”
Marketing is Everything
Just one part of the kickoff of the program includes MasterCard taking control ofMilitary Island in Times Square. On July 14. MasterCard is hosting an interactive event where cardholders and consumers can experience some of the opportunities that will be available to them when the program rolls out.
Gangotena shares, “This special event will represent several of our Priceless New York offerings, bringing to life the quintessential New York experiences available to consumers who have a MasterCard card. We invite all of our cardholders down to Times Square this week to experience some of the offerings first-hand.”