‘Priceless’ still priceless for Mastercard

'PRICELESS' IS ONE of the most recognised marketing campaigns of recent years and has powered Mastercard to global prominence since it was first rolled out during the 1997 baseball World Series. It has been parodied and copied, been the subject of litigation and linked to all other forms of advertising and sponsorship each time reinforcing the credit card company’s friendliness and sense of humour. Its TV ads are enduringly popular and set the company apart from others who simply provide an opportunity to make a cup of tea during breaks in Champions League programming. Admitting that acquiring things is not all that matters has chimed with consumers and helped Mastercard shrug off criticisms that it is encouraging purely materialistic values. Now the Priceless slogan is to be evolved even further with offers to consumers of unique access to partner attractions and sports events. Paul Trueman, head of marketing for MasterCard UK and Ireland, says: “MasterCard is evolving from a brand that celebrates Priceless moments to one that enables Priceless experiences.” The scheme which rewards loyal customers with redeemable points was introduced in New York in July and will be supported in London by an integrated advertising campaign.