MasterCard Worldwide launched an integrated marketing campaign May 16 to promote new features of its World Elite card. The direct mail, email and print effort highlights new Elite benefits, such as a global concierge service, price assure for travelers and exclusive golf packages. The financial services company worked with McCann-Erickson on the initiative’s print elements and R/GA on the campaign’s online elements and microsite.
“The number one thing that drives people’s behavior is rewards,” said Edward Olebe, group head of US consumer credit at MasterCard. “That’s not news, but the drive has strengthened over time.”
The campaign is targeting consumers “who have a household income greater than $150,000 and make more than two trips overseas in a given year,” he added. Print ads appeared in The New York Times and The Wall Street Journal on May 16.
The financial services company formed direct marketing partnerships with Citibank, Barclays and HSBC Holdings. The partners will distribute “MasterCard-funded ads featuring products from those different issuers” through direct mail and email as part of the campaign, added Olebe.
“We’ll have copy that speaks to the particular point of differentiation for their programs,” he said, although he declined to speculate on how each partner will contact prospective consumers within their existing portfolios.
MasterCard’s global concierge service gives World Elite cardholders international personalized assistance. Its MasterCard PriceAssure feature gives consumers airline credits on future travel if the price of a cardholder’s flight drops below what he or she had paid. The “PGA Tour Player Golf Experience” benefit allows cardholders access to select courses that host PGA Tour events, plus other perks such as use of the professional locker room.
