|Beijing Residents and Visitors are the First in the Region to Experience MasterCard’s Global Priceless Cities Campaign
From exploring a private section of the Great Wall of China, to feasting like an emperor in the Beihai imperial kitchens, or practising taichi at the Temple of Heaven, MasterCard cardholders will be able to gain exclusive access to unique, one-of-a-kind experiences when MasterCard rolls out its Priceless Cities campaign in Beijing on 28 April.
Priceless Beijing is part of a long-term destination marketing program dedicated to bringing consumers closer to their passions. MasterCard aims to surprise and delight cardholders with exclusive experiences and privileged access to the very best that Beijing has to offer through consumer passion points or interest areas such as dining, retail, entertainment, arts and culture, sports and travel, by registering at www.pricelessbeijing.com.
Beijing is the first city in Asia/Pacific, the Middle East and Africa to roll out the MasterCard Priceless Cities program, which has already been launched in New York, Toronto and London in 2011. Priceless Beijing will give cardholders new ways to discover one of the world’s global destinations, an ancient city that blends age-old Chinese traditions with the most modern lifestyles.
“As a city, Beijing is constantly evolving and reinventing itself. Not only are we looking to promote our popular tourist attractions, we want to encourage visitors to delve deeper and discover for themselves hidden gems and sights not necessarily found in guidebooks. This will give them even more great reasons to visit Beijing,” said Sun Weijia, Deputy Head, Beijing Travel Committee. “It is initiatives like the Priceless Beijing campaign that will go towards raising the visibility of Beijing and enhancing the city’s appeal as a top tourist destination on the global stage.”
“MasterCard’s Priceless Cities campaign takes our long-running and iconic ‘Priceless’ brand from one that celebrates Priceless moments to one that brings these Priceless experiences to life, allowing us to build further emotional engagement with consumers,” said Ling Hai, Division President of Greater China for MasterCard Worldwide. “MasterCard’s Global Destination Cities Index shows that Beijing is one of the fastest-growing cities in the region in terms of visitor arrivals. It is also a key destination in an emerging market with huge growth potential. We are looking forward to bringing Priceless moments to the residents and visitors of this remarkable city and offering them opportunities to enjoy the things that they are most passionate about.”
Consumer passion points were identified by MasterCard Worldwide’s Index of Consumer Purchasing Priorities, which provides valuable insights into consumer preferences and behavior. The experiences will be available throughout the city, including Priceless Beijing’s anchor venues: the MasterCard Center, Sanlitun shopping area and 798 Art District.
To celebrate the launch of Priceless Beijing, a concert by Beijing-born composer and songwriter, Gao Xiaosong, will be held on 28 April at the MasterCard Center. The concert will feature a stellar cast of China’s top celebrities, including pop singers, Lao Lang, Liu Huan and Michael Zhen, and the winner of the nationwide ‘Super Girl’ singing contest, Chris Lee, who will perform a repertoire of Gao Xiaosong’s hits.
MasterCard cardholders can explore the city, plan their very own Priceless itinerary and learn more about Priceless Beijing online at www.pricelessbeijing.com or by calling +86-400-005-2855. All experiences offered are available to both domestic and overseas MasterCard cardholders.
Priceless Beijing complements a range of other MasterCard travel-focused programs and privileges, including the current 2% Rebate Promotion for cardholders from China using their MasterCard cards in Taiwan, Hong Kong and Macau.
“At MasterCard, we’ve always believed in the power of experiences. Priceless Cities gives MasterCard cardholders, many of whom are frequent travelers, a way to connect with Priceless city experiences whether they are at home or abroad,” added Ling Hai.
Priceless Cities will be extended to further markets throughout 2012 with the objective of driving affection and preference for MasterCard products by enabling – and eventually connecting – Priceless consumer experiences across the globe. MasterCard’s partners and retailers will also be able to leverage this initiative for a range of cardholder acquisition and retention initiatives.
Source = MasterCard