NEW YORK Central Park will be awash in MasterCard's "Priceless" ads created by McCann-Erickson this year, the client said.
As the title sponsor for the park's 150th anniversary celebration, MasterCard is placing ads for its brand throughout the park and has preferred payment status for souvenirs and programs associated with the commemoration.
One ad shows an old photograph of two men in bowler hats strolling through the park. It reads, "150 years of being fascinated by furry, feathered things. Priceless."
The sponsorship seeks to help the Central Park Conservancy preserve and maintain the park while creating business opportunities for MasterCard. The company is based in Purchase, N.Y.
The sponsorship will also include various events in Central Park involving other brand sponsorships such as soccer (FIFA World Cup), golf (the PGA and Senior PGA Tours) and baseball (Major League Baseball).