Share the unexpected
Explore and treasure your city with amazing experiences. Share the unexpected with your friends and family, and enjoy surprises and exclusive offers.
MasterCard Priceless Cities is a source of inspiration for the cardholders to explore and share what makes cities special—where you live, or visit. With special access and exclusive opportunities MasterCard helps you satisfy your curiosity to go beyond the ordinary. From private hours or front of the line to once in a lifetime packages to the most coveted events and unique experiences to help you uncover hidden gems of a city.
Priceless Cities offers endless possibilities.
Brief
Portray priceless moments
“As consumers everywhere get ready for the upcoming holiday travel season, Priceless Cities can help them answer the age-old question ‘what do you want to do today’ in ways they probably have never dreamed of, “ said Raja Rajamannar, CMO.
MasterCard viewed Priceless Cities as one way to inspire Americans with great ideas to spend their vacation or day off and needed to get the excitement going for exclusive offers and priceless experiences from MasterCard.
Photography
From ordinary to extraordinary
With its range of exclusive offers available, MasterCard was delivering an amazing selection of priceless dining, shopping, sports, entertainment and lodging experiences in 36 cities and marketed in 53 countries.
In order to engage the users on a personal level, we were set out to enhance the impact of marquee images with interesting cropping from page to page covering all major cities in the world. For example: wide shots for city level landings, tighter shots for category level pages, and finally, very tight crops for detail pages.
The focus of the marquee area must be on the information, function, and graphics. In order to achieve that, it was necessary to take some attention away from the marquee image by adding a ‘Black & White’ adjustment layer on top of the image layer.
Website
With ease and emotional punch
The goal was to deliver an improved user experience without the need for individual microsites. The user experience we wanted to create was one that shows the breadth of offerings from Priceless.com in a unified and engaging way. So the website was designed to:
Provide consumers a seamless experience when interacting with the Priceless digital brand.
Encourage consumers to click through to other Priceless entities.
Drive awareness of Priceless.
Reinforce the MasterCard Brand.
