About the project

Mastercard brand enjoys almost universal awareness. But this hasn't necessarily translated to awareness of their competitive programs and platforms. "Priceless Cities" is a global loyalty program, rewarding Mastercard cardholders with exclusive access to unforgettable experiences in the cities where they live and travel. The program includes more than 40 cities and is being marketed since 2011, but Bulgarian cardholders had little to no clue about it. Our task at hand was to come up with a digital campaign and bring awareness among locals to generate traffic at priceless.com.

The idea

We conducted research on our core target - which cities they travel most to, their preferences for social media platforms, influencers, etc. The top 5 preferred travel destinations by locals were Paris, London, Rome, Madrid and Berlin. We interviewed many favoured Bulgarian influencers and picked 5 who are known to be passionate about one of these cities.

"My Priceless City" challenge turned the influencers into Mastercard ambassadors, each of them supporting one main city. Their goal was to encourage people to root for them and take part in the challenge. They competed against each other in a real-time campaign and published social media content according to our content strategy, including educational posts and priceless experiences from the platform. In return of their voting, the participating cardholders could win a trip, together with the celebrity, to the Priceless City they supported.

As the copywriter of the campaign, I was part of the ideation and creation process, writing copy for key visuals, social media content strategy, digital branding and newsletters.

The results

• • The total number of unique visits at priceless.com during the promo period was 1500% higher than any month before the campaign and 118% higher than the total number of visits from the year before
• • Although sign-ups in the platform were not a goal for the campaign, there was a 176% increase for the promo period, when compared to the total number of new sign-ups from the year before