MasterCard is taking its Priceless campaign to the links. The payment network is launching a new Priceless Golf program to coincide with its sponsorship of the Arnold Palmer Invitational on March 20-23 in Orlando.
“Priceless has been iconic as an ad platform for 15 years now, and it celebrates moments in people’s lives,” MasterCard chief marketing officer Raja Rajamannar told Adweek. “About four years ago we launched Priceless Cities which was successful, and it was expanded year after year. I came into the (CMO job) and said ‘Where do we take this further? How do we take it to a mass reach and audience?’"
The answer can be seen on March 20 as MasterCard breaks new creative from McCann XBC (ExtraBoldCondensed) featuring golfers like Tom Watson and Brandt Snedeker offering surprises to unsuspecting fans. The campaign is part of MasterCard’s program giving cardholders access to exclusive U.S. golf courses, PGA Tour events and top golf professionals. The effort continues MasterCard’s Priceless Surprises initiative, which kicked off in January with Justin Timberlake during the Grammy Awards. (Consumers could qualify for perks like tickets to Timberlake’s European concerts by tweeting or posting #PricelessSurprises on Instagram or qualify by using their MasterCards.) In expanding Priceless Surprises to golf, fans stand to receive golf-related items and experiences by way of social media as well as in person at the Florida tournament.
Rajamannar said he wants to expand the Priceless campaign into things people are passionate about and with Priceless Golf the objective is to bring golf fans closer to the game.
“We’ve created a whole lot of experiences to interact with active golfers, and we’ve created special merchandise and a large number of experiences and opportunities to meet and greet,” he explained.
MasterCard cardholders attending the Arnold Palmer Invitational will have exclusive access to the on-site MasterCard Club and Concierge. There will also be golfer appearances, giveaways, and special access and viewing for cardholders.