McCann-Erickson Launches New MasterCard Campaign
McCann-Erickson London has created a new multimedia campaign to promote MasterCard in the run up to Christmas.
The campaign is based around a competition offering users the chance to win a week on a private island in the Bahamas with nine friends. It builds on the ‘priceless’ theme developed in previous ads for MasterCard.
The media strategy uses a three-stage approach, with television, cinema ads and ticket backs. This activity will be further supported by national press activity in weekend travel sections.
The second level of activity will target consumers with morning drivetime radio spots and outdoor sites at tube stations. A mobile tropical island will also tour railway stations promoting the initiative.
The campaign will be supported by interactive search-targeted marketing and ambient media activity, such as sandwich bags.
Rita Broe, head of marketing at MasterCard UK and Northern Europe, commented: “This is the first time we have utilised ambient tactics in conjunction with a traditional media campaign.”
McCann-Erickson London 020 7961 2383 www.mccannmcr.com
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