MasterCard celebrates Sydney in local campaign

By AdNews | 15 August 2013

Sydney becomes the focus of MasterCard's latest local push. The brand sought to introduce the city's denizens to its many hidden delights as part of a global campaign across 26 cities.

The 'Priceless Cities' campaign is operating in cosmopolises such as New York, London and Beijing. The local effort called 'Locally Famous, developed by McCann, focused on Sydney institutions such as Bourke Street Bakery, Aquabumps and Sydney Harbour Kayaks.

However, the campaign is only running in select parts of Sydney - Northern Beaches, North Shore, Eastern Suburbs, Inner West, CBD and Inner East. Western Sydney is notably absent.

Participating retailers, which have been featured in the creative, have special offers for customers who pay with MasterCard.

The campaign is running across out-of-home, digital, and print, and is supported by experiential activities.

The brand has also partnered with Time Out Sydney for a guide, monthly editorials and app integration. A deal with Fairfax included a takeover of The Sydney Morning Herald's digital platforms, regular editorials and tote bags given away at local markets.

“The beauty of Sydney is that there is no single quintessential Sydney experience. What is priceless is discovering the diverse experiences that live under the surface if its many unique villages,” said John Mescall, executive creative director of McCann Australia.

McCann collaborated with UM, MercerBell, ICLP and The Origin Agency.

It will run until the end of the year.

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