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

AFR Remya Ramesh head of digital experience at Coles for BOSS Young Executive of the Year  Wednesday 16th June 2021 Photo by Eamon Gallagher
  • Media

AFR BOSS Names Winners Of 2021 Boss Young Executives Awards

In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]

QMS Renews Contract With Manboom
  • Marketing

QMS Renews Contract With Manboom

On first inspection, B&T was hoping to bring you some manboobs news here. But as you'll see, it's a girdle-free read.

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Technology

Index Exchange And MediaMath Join The Human Collective

HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]

by B&T Magazine

B&T Magazine
SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations
  • Media

SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations

SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]