MasterCard brings its iconic ‘Priceless’ brand to Singapore

Supported by Singapore Tourism Board (STB), the programme 'MasterCard Priceless Singapore' went live on 12 October and will be supported by an integrated advertising campaign across print, outdoor and digital channels throughout the year.

Working with the agencies including Weber Shandwick, McCann, UM, XM, MercerBell, and DGFX, MasterCard has already kick-started its social media efforts via MasterCard Singapore Facebook Page, MasterCard Singapore Twitter Handle (@MasterCardSG) and MasterCard Newsroom. The print and out-of-home platforms will be rolled-out in November this year.

Focussing on bringing people closer to their passions, the programme offers Singapore denizens and visitors a selection of curated shopping, travel, food and entertainment experiences that will bring them close to their 'passion points' in the city, such as pre-ordering the latest look right off the international runways, hobnobbing with Europe’s royals at a charity gala, and living in the lap of luxury at invitation-only hotel suites.

Singapore is the first city in Southeast Asia to become a 'Priceless City', joining the ranks of other cities where MasterCard has rolled out its global programme, including New York, London, Beijing and Sydney.

“Consumers today are well-travelled and discerning," said Sophia Ng, assistant chief executive for marketing, STB. "They seek exclusive offers and curated experiences that cater to their specific interests and needs. MasterCard’s marketing effort is rooted in a deep appreciation of consumer needs to curate relevant and appealing experiences for their customers. STB shares the same philosophy and also adopts a visitor-centric approach to personalise the Singapore experience for our varied audience.”

“In Singapore, our biggest obsession is food, and shopping is our national pastime," said Matthew Driver, president, South East Asia, MasterCard Worldwide. "We have great attractions that have re-ignited our love for our city, and world-class entertainment, arts and culture gravitate here. Singapore is an Asian hub with a sophisticated, internationally minded population and attracts well-heeled travellers from regional markets.”