MasterCard continues its city sponsorship strategy by offering cardholders a set of one-of-a-kind Boston experiences that blend partnerships ranging from the Boston Red Sox to the Boston Pops concert series
Launched in April and running under the #PricelessBoston hashtag, this latest iteration of the payment’s brand’s cities programme spans dozens of unique in-person experiences.
These stretch from a unique opportunity to ask superstar Red Sox hitter David Ortiz for batting tips during a private meet-and-greet, to a kids pizza making class with star local chef Ken Oringer and meeting conductor Keith Lockhart prior to a VIP experience at a Boston Pops concert.
Among others, this local consumer experience programme sees MasterCard partner with properties as diverse as the Boston Red Sox, the Boston Ballet, the Boston Pops, the Museum of Science, Sam Adams Brewery , TPC Network golf courses, Exhale Spa, Smith & Wollensky and restaurateur Ken Oringer.
A full run down of experiences are listed at www.priceless.com/boston, while the campaign is promoted both through traditional above-the-line advertising executions (such as for the Fenway Park experience),
and on digital and social platforms.
— MasterCard (@MasterCard) April 8, 2016
And it is generating plenty of appreciative campaign social amplification from consumers too.
— Gynger (@TallKul1) April 8, 2016
— Brian Cantwell (@cantwell) April 11, 2016
— Nick (@Nickand_) April 11, 2016
Some experiences are expansions of existing sponsorships – such as the brand’s partnership with the Red Sox which revolves around a Priceless Day at Fenway Park that includes Red Sox player meet-and-greets, throwing the first pitch, a VIP pre-game stadium tour, a pair of premium game (right field grandstand) tickets and one inning inside the Green Monster itself, plus concessions vouchers and merchandise discounts.
‘I’m proud to be partnering with MasterCard to help launch their Priceless campaign in Boston. This city has embraced me and my family for the past 14 years and I’m proud to call Boston home,’ said Red Sox legend and Priceless Boston launch partner David Ortiz.
‘I’ve experienced so many of my greatest memories here and I’m now excited to be able to share some of the Priceless experiences this city has to offer with you.’
Others partnerships have been signed specifically for the Boston city programme that also includes a VIP experience with Boston Ballet (including the best seats in the house for Mikko Nissinen’s Swan Lake and backstage access to meet the dancers), a chance to walk inside the ropes alongside PGA TOUR professionals at the Deutsche Bank Championship and a space exploration experience led by a former NASA astronaut in the Charles Hayden Planetarium at the Museum of Science
‘Priceless Boston was created to celebrate the best Boston has to offer, from its highly celebrated sports teams, to its world-class education and arts programs, rich history, and delicious cuisine,’ outlines MasterCard chief marketing officer Raja Rajamannar.
‘From North End to South End, we are working with our partners to bring our cardholders that live in or visit the city one-of-a kind experiences about which they are passionate.’
‘I’m pleased that the Boston Pops, one of America’s cultural treasures, is part of the Priceless Boston campaign,’ added Boston Pops Conductor and campaign ambassador Keith Lockhart.
‘This city has so many wonderful attributes, and MasterCard’s Priceless Boston is offering the best in unique Boston experiences.’
As well as being an official partner of the Boston Red Sox, the payment’s giant is a sponsor of several other baseball teams including Chicago Cubs, Los Angeles Dodgers and the New York Yankees, as well as Major League Baseball (MLB) itself.
Boston is the seventh US city to join the MasterCard Priceless Cities program: an initiative which leverages existing sponsorships and new local partnerships to bring consumers closer to their passions – dining, sports, shopping, arts and entertainment, and travel – through one-of-a-kind experiences and exclusive access.
Launched in summer 2011 in New York, Priceless Cities aims to create unforgettable moments by curating unique experiences in 40 cities around the world to bring the brand’s #priceless umbrella mantra to life for its cardholders.
The Cities programme is a clever way to blend, extend and repackage existing sponsorships to create a fresh local offering and the financial technology brand has blended its Cities programme with several of its massive portfolio of stand-alone sponsorships.
The span from sports partnerships such as several NFL teams, golf properties like the PGA, The Open Championship and player ambassadors Graeme McDowell, Ian Poulter, Brandt Snedeker, Tom Watson and Boo Weekley, to soccer sponsorships such as UEFA Champions League, the Copa America, the Brazil national side and clubs like Boca Juniors (Argentina) and River Plate (Argentina), as well as the Rugby World Cup, The French Open tennis, the masterCard Memorial Hockey Cup and arts and culture partnerships with The BRIT and The GRAMMY awards, the NY Ballet, fashion week, food festivals and numerous building deals like Carnegie Hall, the Dubai Ice Rink / Dubai Aquarium, the Singapore Repertory Theatre and MasterCard Center (Beijing).
MasterCard & Boston Red Sox:
Boston Red Sox Homepage: