Mastercard has launched a new Instagram channel to take its Priceless Cities programme across the UK and Europe.
Originated and led by Carat in London, the account will deliver visually inspiring content to promote the key purpose of the Priceless Cities campaign, which is to enable Mastercard holders to have ‘Priceless Experiences’ in the city of their choice.
The social campaign aims to provide its users with engaging, social-first and relevant content to accentuate the core proposition of Priceless Cities, developed by creative agency McCann, which is “Detouring the Everyday” and enabling Priceless Experiences.
To augment and amplify its presence on the platform, Mastercard partnered with Beautiful Destinations, the leaders in travel content on social, to co-create awe-inspiring content to help drive Mastercard engagement and brand preference amongst Beautiful Destination’s 12 million followers.
“I’m so proud to get this social strategy off the ground. The strategic thinking from all our agency partners and quality content produced to date has been testament to a lot of great team work. I am confident that this approach will help our brand goals and help millions of cardholders discover amazing Priceless experiences,” said Kerry Elsdon, Head of Media and Social, for Mastercard in Europe.
In addition to the brand activity on Instagram, Carat will run an integrated campaign across Facebook leveraging audience segments between the two platforms and retargeted users with bespoke merchant offers from their relevant cities to drive card usage and top-of-wallet behaviour.
View the channel here