MasterCard's 'Locally Famous' takes over Sydney

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.

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