MasterCard's 'Locally Famous' takes over Sydney

MasterCard's 'Locally Famous' takes over Sydney
SHARE
THIS



MasterCard’s global ‘Priceless Cities’ campaign has rolled into Sydney and is showing the harbour side city’s residences a good time by shouting them ‘Locally Famous’ experiences for a fee.

The campaign allows MasterCard holders to access exclusive offers at institutions such as Bourke Street Bakery, Lucio’s in Paddington, Sydney Harbour Kayaks and more when they spend money on their MasterCard.

For example, if a MasterCard holder spends $15 on their card they receive one of Bourke Street Bakery’s sausage rolls for free or, for a much larger fee, a dinner cooked by celebrity chefs.

The campaign is highly visible with a wide network of out-of-home advertising, ambient ‘chalking’ video content, digital displays, and press ads – including a recent cover wrap on the Sydney Morning Herald and takeover of the SMH online, mobile and table. Geo-targetd custom wraps and tote bag give aways at local markets have also occurred.

The brand has also partnered with Time Out Sydney to create a MasterCard branded Time Out guide with a monthly editorials and integration into the Time Out app. MasterCard will also have ongoing editorial in the SMH and Good Weekend.

Bloggers have also been used to seed the ‘Locally’ famous experiences and 60 influential hairdressers sparked interested with goodie bags and vouchers. Its hoped the hairdressers sparked around 30,000 conversations around ‘Locally Famous’ in Sydney.

The campaign targets affluent consumers and has been activated in 26 cities including New York, London, Beijing, Los Angeles and Singapore.

Agencies behind the local execution include McCann, UM, MercerBell, ICLP and The Origin Agency.

John Mescall, McCann Australia’s ECD, said: “The beauty of Sydney is that that there is no single quintessential Sydney experience. What is priceless is discovering the diverse experiences that live under the surface of its many unique villages. This campaign will introduce a broader range of Sydneysiders to the many benefits of living in Sydney and the many benefits of using a MasterCard card.”

The campaign runs until the end of the year.

Credits: client MasterCard, head of marketing Australasia and VP Michelle Pilot, VP brand marketing Anthony Dumont, partnership and merchant marketing manager Kate Bell, advertising agency McCann, ECD John Mescall, copywriting Rachel Guest, Damon Porter, Damian Linklater, art director Celine Faledam, Chris Searle, account management Alex Baker, Lisa FitzGerald, planning Karl Bates, Alex Concannon, art buyer Rache Lounds, media agency UM, strategy Stefan Burford, Dave Gray, client team Kerry Boys, Jessica Napper, Caroline Tan, The Origin Agency – Ant Kelaher, Rachel Winter, digital and social MercerBell, art director Mike Nikotin, planning Stephen Flewell-Smith, account management Becky Bishop, Helen Harris, Carla West, digital producer Harley Tesoriero, merchant partner acquisition ICLP, strategy Kim Georgallis, Pip Davis, photography Sabine Schwartz, Nick Bowers, Ensemble Branded Entertainment – director of content, Charlie Leahy, producer Adele Vuko. 

Please login with linkedin to comment

Latest News

TEG Announces Joint Venture With Chinese Ticketing Company
  • Marketing

TEG Announces Joint Venture With Chinese Ticketing Company

Australasian ticketing, live entertainment and data analytics company TEG has announced it has entered into a joint venture with Chinese counterpart YongLe. The joint venture will see TEG and YongLe launch a cloud-based ticketing and entertainment platform in China. The platform, expected to be launched in 2018, will be branded YunTek, which translates to ‘cloud […]

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands
  • Marketing

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands

Guerrilla marketing company Streetfighter Media has unveiled a new service designed for brands who want to engage Millennials straight after they attend a music gig.  Kicking Television is a white cotton tote bag, filled with products and goodies – and it’s given to Millennials for free. How does it work? The bags, with their unapologetic […]

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion
  • Partner Content

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]