Oct 03, 2011 at 01:02 PM
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MasterCard Priceless Cities Campaign Expands To London With New Deal

The Natural History Museum of London and MasterCard have cut a new sponsorship deal as part of the credit card company's expanding Priceless Cities campaign. Over the next three years, MasterCard cardholders will be able to take advantage of a range of exclusive experiences, offers and discounts created by MasterCard and the museum as part of the deal, which was announced last week.

MasterCard cardholders that register at pricelesslondon.co.uk will have the opportunity to enjoy the MasterCard Bar at each After Hours event, where they will be served complimentary cocktails and canapés. MasterCard will also be hosting its own series of private Night Safari events, for 150 cardholders each time. The Museum’s Night Safari program allows visitors to meet the Museum's scientists and take a closer look at specimens not usually on display to the public.

“We are delighted to be working in partnership with MasterCard," Dr Michael Dixon, Director of the Natural History Museum, commented. "At the Natural History Museum we are committed to sharing our spaces, collections and scientific expertise with new audiences, and so this is a fantastic opportunity to develop this within our After Hours and Night Safari programmes.”

MasterCard is rolling out its Priceless Cities campaign, which started in New York City, to other cities throughout the world. The campaign which in some cases will leverage key sponsorships, offers cardholders the opportunity to enjoy unique experiences such as shopping, dining, sports, arts and culture or travel in major cities throughout the world.

“MasterCard is evolving from a brand that celebrates Priceless moments to one that enables Priceless experiences, thereby bringing additional benefits to choosing to use MasterCard and building further emotional engagement with consumers," Paul Trueman, Head of Marketing for MasterCard UK & Ireland, said. "London is already an iconic, much-loved city and our aim is to enhance experiences of the Capital for all MasterCard cardholders from London, the UK and abroad, through long-term partnerships such as this one with the Natural History Museum that underpin Priceless London.”

In discussing how MasterCard has become a more efficient marketer, CMO, Alfredo Gangotena, recently discussed the next evolution of the company's priceless campaign.

"The advantage of Priceless Cities is that it caters to not just a few, but all our cardholders in gradually making MasterCard a preferred card," MasterCard CMO Gangotena recently said of the campaign in New York. "It's a little bit like if I were to sell you the Access card to Gorgeous New York."